IBF, AAAI and ISA join hands for BARC

After numerous hiccups, Broadcast Audience Research Council (BARC) an alternative to TAM the dominant TV audience measurement system- will become operational. The Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) have joined hands to form the council. Under the agreement, IBF will hold 60 per cent share in BARC, the ISA and AAAI will hold 20 per cent each. So far the AAAI were not part of the rating agency.