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NEWS1 July 2014

ISA chairman insists new BARC India ratings system will launch on time

Asia Pacific News

INDIA — The chairman of the Indian Society of Advertisers (ISA) has insisted that the Broadcast Audience Research Council (BARC) India TV audience measurement system will launch on time.

Current ratings supplied by TAM have come under intense criticism as a result of TAM India being a joint venture between Nielsen and Kantar – the latter’s parent company WPP owning a number of advertising firms and therefore being in breach of TV ratings guidelines. A ruling on the guidelines from Delhi’s High Court has been adjourned until this month.

BARC India is a three-way alliance between broadcasters, advertisers and agencies that aims to offer a new audience measurement facility based on 25,000 people meters in 20,000 homes. It is due to launch in October.

  • Portuguese market research and audience measurement organisation Markdata has announced that it has signed an agreement with BARC India, giving the company the right to distribute the TV Markdata solutions to subscribers in India.

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