BARC update: New broadcast audience measurement system

The Broadcast Audience Research Council (BARC) announced changes from its end. In an email sent out to the industry, it said that more than 25 companies, including global leaders in research and technology, have shown interest in taking part in the Request for Proposals (RFP).

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The panel will focus on three parameters before fixing on the methodology for audience measurement system, which are: technology of equipment across all broadcast mechanisms, capture and analysis of data and dissemination of data to users.

The council is working towards ensuring that people with required skills are on board from across all its stakeholders to assess the best methodologies available globally.

The evaluation panel will comprise senior experts from the industry representing all stakeholders - advertisers, agencies and broadcasters.

BARC has set up two different RFPs, which take into account all demographic, social, linguistic, economic and geographic variables. The first is a 'Research RFP' which covers pure research, including sampling, weighting, household identification and data collection etc. The second is the 'Technology RFP' which covers the non-research aspect of this study, including the best hardware available, remote data collection, technology for analysis of data etc.

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Currently, the council is collecting the data for the baseline survey, conducted by IRS. The sample size for this baseline survey is approximately 2.4 lakhs and covers both urban and rural India.

The email sent out to stakeholders is the first of a dialogue that BARC has initiated.