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 country..
Credit- TellyExpress
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