Mumbai: The Broadcast Audience Research Council (BARC) India has initiated a forensic audit after Malayalam news channel ‘Twenty-Four’ aired a report alleging that a BARC employee was involved in manipulating television ratings.
According to the organisation, a reputed independent agency has been appointed to conduct a comprehensive forensic review of the matter. The audit aims to ensure transparency, accuracy, and accountability as concerns around the integrity of audience measurement resurface within the broadcasting industry.
BARC India has advised stakeholders and media outlets to avoid premature conclusions while the audit is underway and has reiterated its commitment to maintaining ethical standards and credibility in television ratings.
Audience measurement plays a critical role in determining advertising spends, programming decisions, and channel strategy, placing increased scrutiny on BARC’s processes and systems. The outcome of the audit will likely influence industry sentiment and may result in further operational or regulatory action depending on the findings.
