Broadcast Audience Research Council (BARC) stakeholders met on April 6, 2015, to see the first preview of TV ratings data.
Stakeholders of BARC and members from the Indian Broadcasting Foundation (IBF), the Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI) were present at the meeting. The idea was to share with the stakeholders the whole concept of BARC's new ratings.
Punit Goenka (MD and chairman, ZEEL), Raj Nayak (CEO, Colors), Sanjay Gupta (COO, Star India), Shashi Sinha (IPG Mediabrands CEO and BARC technical committee head) and CVL Srinivas (CEO, GroupM South Asia) were present.
Partho Dasgupta, CEO, BARC, says, "We showcased the data for the first time to the stakeholders. There was good reaction from the broadcasters on the first preview. There were surprises for few genres which will only be shared once the commercial data is out, that is by the end of the month."
It is understood that most media agencies, advertisers and broadcasters have either failed to renew, or have terminated their contract from TAM after it ended on March 31.
There will be a 'TAM dark period' for about two to three weeks before BARC releases its television audience measurement ratings.