BARC launch delayed: Industry speaks .

Months ago, the Broadcast Audience Research Council (BARC) had proposed and subsequently set up a new television rating measurement system following dispute between the existing system TAM and a few broadcasters on the ratings figure. This has received warm acceptance from the TV broadcast on whole.

With October 2014 set as the launch date deadline, is in hectic preparations to meet those dates. However, senior officials from the Council have indicated a possible postponement in the system’s launch and operations by a couple of months. The major reasons cited were the sheer scale of the set-up, technological re-checks to assure completeness to the process and results, data availability issues which are in the resolving state, cost and avoiding plausible anomalies like IRS data 2013 had to face.

We at Adgully spoke to experts across the system to know their take on the delay and its impact on the business.

Sharing her perspective as a broadcaster, Monica Tata, MD, HBO India said, “While it is understood that the industry needs a single currency format, we still await the final layout of BARC system and how the proposition is put across to us. Hence I would like to wait and see how things are placed and then take a call.

Colors CEO Raj Nayak is of the firm opinion that, “While we have lived with TAM for years now, another 6-8 months should not be a problem. I am sure there is a genuine reason for the delay where the team at BARC must be making sure that everything works seamlessly”.

Speaking from an advertisers perspective, Ajay Kakkar, CMO, Aditya Birla Group said, “As an advertiser if I have to spend, I have to spend and there is no two ways about it as you cannot hold back your business and delay your spending. We have lived without BARC and managed with TAM; and more importantly, when you invest so much money, its always good to have a good navigation system. So I would love to see what come out of this elaborate effort everyone has made”.

Pointing out the main reason for the delay, Sashi Sinha, CEO, IPG Media Brands said, “The delay comes from the unavailability of the baseline data and no fault of BARC. The downside of the delay is that it got delayed; however the upside of the situation is that with this extra time, we get to make the system more robust and perfect it in all manners”.

Partho Das Gupta, CEO, BARC stated that the following the roll-out, it is for the market to decide as to what system should be their pick, along with other factors pertaining to the system. Also, we as these talks are doing the rounds, there are about 250 channels which have placed their orders for embeders and I don’t think anyone would invest such high amounts in something they don’t foresee to be good. I am sure they have taken into account the large sample size, cutting edge technology and other merits the system promises”.

So, as per these views, while all parties involved are set to welcome BARC with open arms, it is, however a wait and watch situation as to how things are placed going ahead.