TV ratings provider BARC aims to have 50,000 panel homes, make use of AI

While the agency is working on expanding the sample size and making the panel more representative of TV viewing India, it is also making use of AI and machine learning to help with analytics and data

With the Telecom Regulatory Authority of India (TRAI) recently floating a consultation paper on television viewership measurement in the country, the spotlight is on the Broadcast Audience Research Council of India (BARC). In operation a little under four years now, the ratings agency replaced TAM Media Research, a joint venture between Kantar Media and AC Nielsen, as the sole TV ratings provider in the country.

Questions have been raised over the adequacy of the panel size and whether the sample is representative of the actual population watching television across the country. The recent TRAI consultation paper hopes to address these