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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.
Source: The Hindu & BARC
