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Home Science & Tech

The Broadcast Audience Research Council(BARC)

October 20, 2020
in Science & Tech, Law & Policy
Reading Time: 2 mins read
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The Broadcast Audience Research Council(BARC)
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BARC is news related to TRP and its loopholes

What is TRP?  

  • The TRP or Target Rating Point is the metric used by the marketing and advertising agencies to evaluate viewership 
  • Generally, anyone who watches television for more than a minute is considered a viewer. A viewer can be as young as a two-year-old.
  • In India, the TRP is recorded by the Broadcast Audience Research Council using Bar-O-Meters that are installed in televisions in selected households.
  • Audio watermarks are embedded in video content prior to broadcast. 
  • These watermarks are not audible to the human ear, but can easily be detected and decoded using dedicated hardware and software. 
  • As viewing details are recorded by the Bar-O-Meters, so are the watermark

About the Broadcast Audience Research Council

  • BARC India is a Joint Industry Company founded by stakeholder bodies that represent Broadcasters, Advertisers, and Advertising and Media Agencies. 
  • Built upon a robust and future-ready technology backbone, BARC India owns and manages a transparent, accurate, and inclusive TV audience measurement system. 
  • Along with the currency products to the TV industry, BARC India also provides a suite of Insight products designed for Broadcasters, Advertisers and Agencies. 
  • The Big Data and Insights generated by BARC India powers efficient media spends and content decisions in a highly dynamic and growing television sector.
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Source: The Hindu & BARC
Tags: Prelims

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