Mumbai : BARC has decided to rollout the new audience measurement ratings from this month end in a joint meeting held Yesterday with Media Agencies, Advertisers and Broadcasters.
This means that the Industry will stop relaying on TAM data released last Thursday (4th April) and with this TAM data’s monopoly in the Indian Media and Entertainment Industry comes to an end.
Broadcast Audience Research Council (BARC) India will start rolling out its data from April end and the industry, will not only have to get used to a new measurement body, but also do away with waiting for the ratings every Thursday as BARC India will be releasing data on every Wednesday.
BARC India has presented the sample of the actual data that it would start releasing from April end, during a conference held Yesterday (6th April) which was attended by broadcasters, media agencies and advertisers.
“We showed them the actual data as has been collated by us so far,” said BARC India CEO Partho Dasgupta.
As reported earlier, most of the leading advertisers, broadcasters and media agencies had not renewed their subscription with TAM, after their subscription ended on 31st March 2015 and the ratings released on 4th April for week 13 of 2015 will be the last and final week that will be taken in to consideration by Indian Media Industry before moving to the BARC ratings.
In between the expiry of TAM Subscription on 4th April and commencement of BARC ratings by April end, the Industry may have to cope up with comparatively a shorter tenure of rating dark period that might last for couple of weeks.