Board of BARC meets to decide on technology and the path ahead!

The Board of BARC met to decide on technology and the path ahead. There was unanimity in deciding on a leap in technology to be used in television measurement.  The board approved the management and the technical and commercial committees to go ahead and finalise with a couple of international companies for this. The team will be completing the pilots and will start deployments soon. The board also decided on the funding mechanism and is encouraged by the response received from banks for funding the project.

BARC  is a Joint Industry Body set up in India in 2012 with the specific purpose of designing, commissioning, supervising and owning India’s Television Audience Measurement System. BARC is a joint venture bringing together the three key stakeholders in Television Audience Measurement, Broadcasters, Advertisers and Advertising & Media Agencies. Their respective apex bodies, the Indian Broadcasting Foundation (IBF), the Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI), represent the three industries. The three way alliance will ensure that the sizable resources - financial as well as intellectual, required to mount such a massive, continuously running initiative are made available within a robust, transparent and accountable governance framework. Stakeholders, in India and around the world, would enjoy uninterrupted access to comprehensive, accurate, reliable and timely television audience measures.