What is TRP Scandal ?What is BARCIndia ? whether there is a scandal?

October 21, 2020

With a panel size of 180,000 individuals, BARC India is the largest measurement company of its kind in the world. Broadcast Audience Research Council (BARC) India is a Joint Industry Company founded by stakeholder bodies that represent Broadcasters, Advertisers, and Advertising and Media Agencies. Built upon a robust and future-ready technology backbone, BARC India owns and manages a transparent, accurate, and inclusive TV audience measurement system. Apart from the currency products to the TV industry, BARC India also provides a suite of Insight products designed for Broadcasters, Advertisers and Agencies. The Big Data and Insights generated by BARC India powers efficient media spends and content decisions in a highly dynamic and growing television sector. Broadcast Audience Research Council India (BARC)  is an industry body set up to design, commission, supervise and own an accurate, reliable and timely television audience measurement system for India. It currently measures TV Viewing habits of 197 million TV households in the country, using 40,000 sample panel homes. This will go up to 50,000 in the next couple of years, as mandated by the Ministry of Information & Broadcasting. Guided by the recommendations of the Telecom Regulatory Authority of India (TRAI )and MIB notifications of January 2014, BARC India brings together the three key stakeholders in television audience measurement – broadcasters, advertisers, and advertising and media agencies, via their apex bodies. BARC India is committed towards establishing a robust, transparent and accountable governance framework for providing data points that are required to plan media spends more effectively. Standardization Certificates obtained by BARC India are CESP France Certification in April 2017 which validates representative-ness of BARC India’s TV Measurement Panel and by ISI, Kolkata in May 2018 certifying the representativeness of BARC India’s Panel Design & Household Selection It has its own Code of Conduct Rules. Excerpts are as under: CODE OF CONDUCT FOR REDRESSING VIEWERSHIP MALPRACTICES (Effective 1st  April 2020)1. Viewership Malpractice(s) “Viewership Malpractice(s)” shall means any activity or abstinence from any activity or abstinence from any activity or a promise to do or abstain from doing any activity whether individually or in a group of persons; whether directly or indirectly; with an aim of manipulating or altering or tampering (i) the viewership pattern(s) and / or (ii) habits of a Panel Household(s), and /or (iii) the viewership data and / or (iv) any of the process leading to generation of Ratings , which does or may potentially result in altering the Ratings of any television channel or television programme or any content or an advertisement or any saleable media content in any manner or in a manner which is in breach of a EULA or BARC policies and includes: a. Attempt to and/or obtain details of the Panel Households, like address, member names, and any/all related information etc. b. Attempt to and/or bribe/influence a Panel Household to watch or not to watch a television programme or Channel or any content; c. Attempt to and/or bribe any of the staff appointed by BARC or its agents, service provider or any other entity in possession of any data relating to Panel Households or Ratings. 2. Vigilance Team […]

Read more