'We welcome the industry feedback': Partho Dasgupta, BARC

As reported by adgully.com earlier, a meeting between ISA, AAAI and BARC was held yesterday. It was one in a series of meetings planned to make BARC television audience measurement system even more robust.

Talking to Adgully.com, Partho Dasgupta, CEO, BARC India stated that as the industry begins to use BARC ratings as the single television audience measurement currency, it is critical to get their feedback, answer all their queries and make changes based on the industry’s feedback. He elucidated, “Till March end TAM data was media measurement currency being used. Industry is now all set to use BARC data. Media professionals on both sides have been trying BARC system for some time now. We had asked for their feedback, and we would be introducing the desired features. While some changes have already been made, others might take up to a fortnight more.”

Two of the key changes being implemented are weekly-to-daily weighting and updation of planview module.

Dasgupta states, “We are an industry body, and would continue to evolve as the industry feedback comes in. We welcome their feedback as it would help us in improving the system.”

Watch this space for more updates on audience measurement system.


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