The TRAI has issued various recommendations on the Review of Television Audience Measurement and Rating System in India.
BARC India has issued a reactionary statement on the recommendations issued by TRAI.
According to BARC India, “The TRAI recommendations have only just been received. BARC India is reviewing the same in consultation with its Board and stakeholders. All Stakeholders from the Industry and the Government and related bodies are aware of the scientific, statistical and technical robustness of the data collated and released by BARC.”
“BARC truly represents all facets of the Industry comprising Advertisers, Agencies and Broadcasters regardless of size, as the Currency of What India Watches. We do not wish to comment at this very early stage.”
TRAI’s recommendations on the review of TV audience measurement includes Structural reforms in BARC, Changes in the composition BARC India, Restructuring Board of BARC India with equal representation for stakeholders, Formation of Oversight Committee to guide BARC India, Engaging multiple data collection agencies, Demarcation of the data collection agency and the data processing/publishing agency and separation of BARC’s functions in two units.