ARC to replace TAM as a new TV rating
system
Broadcasters and industry insiders indicate
that highly anticipated alternative currency to
TAM, BARC (Broadcast Audience Research
Council), ratings system for television
audience measurement, is set to roll out by
April. However, there hasn't been any official
communication from BARC in this regard as
of now. Recent media reports also suggest
BARC is likely to be launched in the month of
April, 2015.
When asked about delay in the launch of the
council, Partho Dasgupta, CEO of BARC
India, said, "Being a joint industry body,
BARC India will make public announcements
when the Techcom and Board of Directors
give the go- ahead to do so. We are very
close to the launch date.
According to the sources "Most of the
broadcasters' are not happy with the way
TAM data was collected.TAM subscriptions
of Viacom18 and TV18 will expire today
(March 31, 2015) and if sources are to be
believed, they have decided not to extend
their subscriptions. Also Star TV India, Zee
Network, Discovery India, Star Sports, India
TV & NDTV India are amongst broadcasters
who have also sent in their termination
letters to TAM India. Now quite a few
broadcasters and advertising agencies have
signed up for BARC and have not renewed
their contracts with TAM...
It is believed that TAM has been mired in
controversies for some time has earned flak
for having only about 10,000 people-metres
to measure television viewing in the
Channel V Dil Dosti Dance
Arjun
