FICCI-KPMG-Report-13-FRAMES

The power of a billion: Realizing the Indian dream
35
“
If the boxes that are being seeded during
digitisation can be equipped with data
retrievable technology whereby one can
know the channels watched, time spent
etc., it will perhaps be the ideal system
for viewership measurement. Technically
this is possible. Increase in sample size
shall give better accuracy. BARC would
be transparent due to the participation of
various stake holders.
“
- Subramanyam K
Vice President, National Head –
Ad sales and Marketing,
ETV Network
“
The TV broadcasting industry will see
better growth if we address two key issues
that we are currently facing
(a) The distribution system which has been
plagued by a lack of addressability, low
subscription revenue and high carriage
fees. Hopefully digitisation will lead to a
major change in this regard; and
(b) Viewership rating system – we need
to overhaul the system of measuring
viewership rating and also increase the
sample size of viewers.
“
- Vikram Chandra
Executive Director & CEO,
NDTV Group
Scan the QR code to hear more from Vikram
“
In the current viewership measurement
system, only one entity controls the system
end-to-end, making it opaque. In BARC,
one agency will conduct an establishment
survey, a second agency will design the
metering system and conduct quality
checks, while a third agency will actually
install the meters.
“
- Punit Goenka
MD & CEO,
Zee Enterprises Entertainment Limited and
Chairman, BARC
Early this year, BARC issued a global Request for
Information to conduct an establishment study. The
exercise seeks to understand the requirements that will
help define the architecture for the audience measurement
system. While the body has taken some steps towards
commencement of operations, BARC has historically
faced operational and technical delays since its inception.
Discussions indicate that progress has been slower than
anticipated and BARC may be at least 1.5-2 years away
from coming into force as a competitive alternate currency
for the television industry.
Scan the QR code to hear more from Punit
© 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated
with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.