Closer to the launch, BARC India all set to take control

As the new ratings system gears up to begin operations in April 2015, there has been a lot of curiosity on what the new system brings. With some of the most cutting edge features, BARC finished its last roadshow early this week.

Sharing some insights on how the system will be, how different it is going to be from the existing one, and some key features, the roadshow clarified a lot of questions that were there in the minds of the subscribers. To get a deeper understanding we at Adgully caught up with BARC India on the latest buzz in the industry about their rollout, anticipations of the system and general understanding of how things will be in the industry from April.

Adgully (AG): Since BARC is close on its roll out, how does BARC have an edge over TAM?
BARC: A number of factors distinguish the BARC India rating system.

1. Panel Size: BARC India follows the Ministry of Information & Broadcasting’s notification with regard to Sample size: The minimum panel size is 20,000 reporting homes, and this number will rise by 10,000 homes every year until it reaches 50,000 reporting panel homes.
2. Ownership: No broadcasting or advertising company will be allowed to hold more than 10% of BARC’s shares.
3. Advanced watermarking technology: BARC India uses an advanced, audience measurement technique - audio watermarking, to track content through its broadcast cycle. This is a code inserted into the audio channel of the television signal which transmits through the distribution platforms and cannot be, either deleted or overwritten. This increases the integrity and reliability of the data generated by BARC’s ratings.
4. Includes rural households in sample
5. Time shifted viewing
6. Viewing as per the New SEC (NCCS): Details as per the new classification based on the education of Chief Wage Earner of the family and the number of durables owned by the home from a predefined list of 11 durables.
7. Advanced BAR-O-meters:  The BAR-O-meters we place in our metered homes are compact and use the latest technology.

AG: How different will BARC's methodology be vis-a-vis the existing system? Could you elaborate on the same?
BARC: The system will be different.
1. Audio Watermarking embeds audio watermarks in video content prior to upload and broadcast. These watermarks are not audible to the human ear, but can easily be detected and decoded using dedicated hardware or software.
2. The watermark is broadcast along with the content.
3. As viewing details are recorded by the BAR-O-meters, so are the watermarks.
4. The raw data is cleaned, merged with the channel, program, language and broadcast schedule details. Universe Estimates are applied to get viewership data.

AG: How will the agencies benefit from BARC as compared to the existing system?
BARC: Besides the differentiators mentioned above, Agencies will also benefit from BARC India’s new User Software - BMW (BARC India Media Workstation).
Key highlights of BMW are listed below:
1. Customized Reports
2. Graphical Representation
3. Individual Analysis
4. Audience Movement
5. Built-In Optimiser
6. Targeted Batch Runs
7. TeleView

AG: How transparent will this system be?
BARC: Like mentioned above, we are using Advanced Watermarking Technology. BARC India uses an advanced, audience measurement technique - audio watermarking, to track content through its broadcast cycle. This is a code inserted into the audio channel of the television signal which transmits through the distribution platforms and cannot be, either deleted or overwritten. This increases the integrity and reliability of the data generated by BARC’s ratings.

AG: What will be the pricing of BARC? Will it be expensive or cheaper than the existing system? What has been the industry's reaction if the cost is higher?

BARC: BARC India has designed a standard pricing model for its principal stakeholders in keeping with the spirit of transparency and equality. While the industry as a whole will pay out roughly the same amount as it would have been paying, the way it works out to individual entities would be more scientific, objective and different.

Those wanting to know more can contact on the following email id subscription@barcindia.co.in

We are in the process of signing up and the response is encouraging.

AG: When does BARC plan to roll out operations? What have been some of the challenges that you have faced in the rollout process?
BARC: We are gearing towards launching in April 2015 what will be World’s largest Television Audience Measurement System and challenges of Solving the Puzzle have been many…

It’s the typical life of a startup. Every day, you have a new problem, whether it is getting the right people, vendor partners, choice of technology, and choice of breaking it up in the large process system or carrying everybody along in all the decisions.

Challenges may have been many...but the journey so far has been truly rewarding and enjoyable for the entire team and BARC India – including all our partners, associates and stakeholders.

Time to roll-out now…soon! By Archit Ambekar | Twitter: @aambarchit