Industry Speaks on BARC launch

After a prolonged wait, BARC India finally launched their data yesterday. The industry has indeed given a welcome with open arms to the new ratings measurement system.

Here is a look at what industry stalwarts have to say.

Punit Goenka, MD & CEO, Zee Entertainment Enterprises Limited (ZEEL) in a tweet said, “The launch of BARC India’s world class television audience measurement system, makes it a historic day for the entire industry! With the implementation of @BARCIndia , the ecosystem has certainly turned absolutely transparent! @BARCIndia will certainly be the best solution to report what the nation is actually watching! I would like to thank @parthodasgupta, @paritoshZero ,#ShashiSinha,#SmitaJha & the entire @BARCIndia team for their commitment and hardwork!”

MK Anand, MD and CEO at Times Network said, “We are happy that the new measurement system is finally in place. We look forward to reaping the benefits of this evolved system to the maximum. BARC is technologically advanced and is larger than the erstwhile base of meters by almost two-and-a-half times. An extended viewer base will certainly help bring in more consumers into the analysed set and improve our services to them and thus generate more value. With BARC, we have retained the No.1 spot across channels, and we continue to lead the broadcast space in the respective genres we are present in with a clear margin. TIMES NETWORK’s Now or Nothing philosophy, helps us sustain our leadership across genres with differentiated and hard hitting content and stay on top of the audience pyramid as always.”

Arnab Goswami, Editorial Director & Editor – In – Chief, TIMES NOW said, “I am delighted with the BARC numbers. It shows us dominating half the market with the other half shared between the smaller English news channels. At 9 pm, we have 2/3rds of the audience with us, with the other one third shared between the smaller channels. Proves our theory that the viewer always chooses the number one news team. In English news now, there is no number 2.”

Vivek Srivastava – Senior Vice President & Head – English Entertainment Cluster says, “The first week BARC numbers are in sync with our expectations. Both our brands MOVIES NOW and Romedy NOW have been consistent leaders in their respective genres on TAM and we continue to lead the pack on BARC as well.”