Broadcasters have an opportunity to do a TikTok on TV: BARC CEO Sunil Lulla

More people watched more TV as the coronavirus crisis hit India full-blast. The average daily reach of TV rose from 560 million Indians pre-COVID-19 (January 11-31) to 592 million post-COVID-19 (March 14-20). And, these people watched 3 hours and 51 minutes of television everyday, up from 3 hours and 46 minutes before the crisis, an 8 per cent growth all India says a special BARC India report on the impact of the crisis on TV viewership. Vanita Kohli-Khandekar spoke to BARC CEO Sunil Lulla. Edited excerpts:

The BARC data shows a jump in TV viewing but that is only for March