BARC represents the marketing, advertising economy, says CEO Sunil Lulla

It is exactly five years since the Broadcast Audience Research Council (BARC) became operational. It was born as a result of an unhappy industry and several Telecom Regulatory Authority of India (Trai) interventions that finally led to the closure of Tam Media Research, the erstwhile ratings body. BARC has done a commendable job of building the world’s largest audience measurement system in one of its most fragmented markets. Vanita Kohli-Khandekar spoke to BARC Chief Executive Officer (CEO) Sunil Lulla on what the five years mean even as Trai released yet another paper recommending more structural changes at BARC. Edited excerpts: