We are on target for launch next year: Partho Dasgupta

Q&A with CEO, BARC India

As the tussle over television ratings in the country continues, all eyes are now on the ratings system under the Broadcasters Audience Research Council (BARC). Partho Dasgupta, CEO, BARC India throws light on the new system for television viewership measurement. Excerpts:

What is the status of the ratings system by BARC? By when can we hope for it to be fully functional?

Separate request for proposals (RFPs) for research and technology have been floated globally. Once the proposals are in, the Evaluation Panel will scrutinize all proposals in order to select the best in class research methodologies and technology.

This will comprise senior experts from the industry representing all stakeholders. Experts in the technology domain are being co-opted to give us insights on the best technology available. So we are ensuring that thought leaders, domain experts and people with relevant skills are all on board from across our stakeholders to assess the best methodologies available globally.

The response has been very good across both Research and Technology companies. Global Research and Technology leaders have collected the RFP documents. The deadline for them to submit their proposals is still more than a month away.

As on date, we are on target for launch next year.

Have you undertaken some preliminary research/survey for setting up the agency? What are its key findings?

The establishment survey, covering approx 2.4 lakh individuals across India is already underway. The results of this survey will be available in the last quarter of this year, and would become the basis of designing the rating panel.

Also, BARC and its stakeholders have been studying the various models and methodologies adopted by various broadcast measuring companies and organizations across more than 30 countries across the globe. And we will certainly look at incorporating the best research methodologies and technology available.

What systems do you have in place in preparation for the new ratings system?

As mentioned, senior experts from the industry representing all stakeholders will be on the Evaluation Panel to study the proposals. Additionally, experts in the technology domain are being co-opted to give us insights on the best technology available.

So we are ensuring that thought leaders, domain experts and people with relevant skills are all on board from across our stakeholders to assess the best methodologies available globally.

The group will look into all three parameters:

• Technology of equipment across all broadcast mechanisms
• Capture and analysis of data
• Dissemination of data to users

Please provide some details about the technology that you BARC is going to invest in its ratings system?

BARC and its stakeholders have been studying the various models and methodologies adopted by various broadcast measuring companies and organizations across more than 30 countries across the globe. And we will certainly look at incorporating the best research methodologies and technology available.

This will evolve from the RFP process that is underway.

The perennial grievance of broadcaster against the current ratings system under TAM has been that the TV viewing homes (in number and composition) are grossly under-represented in the sample size. How you plan to combat this issue in the new agency?

The final contours of the panel size and dispersion will be decided only after the establishment survey is complete and the proposals studied.