BARC Splits Free and Pay TV Audiences

In Mumbai, audience currency body BARC India has this week begun reporting viewership from free and pay platforms separately.

Launched in 2015, BARC India (Broadcast Audience Research Council) is a Joint Industry Company founded by stakeholder bodies representing broadcasters, advertisers and ad/media agencies. From 29th June, the new variable for Pay & Free has been added to the existing Urban vs Rural split, offered to all subscribers for planning & analysis through the proprietary BARC Media Workstation Software. Pay vs Free will also be published on the organisation's web site for select genres.

Households with Free Connections pay only a small one-time fee for installing a set top box, with no monthly subscription. These make up 20% of homes in the Hindi speaking markets, or nearly 140m individuals, and the major supplier is DD Free Dish. Those with Pay connections pay the initial installation fee and an ongoing monthly subscription. BARC says its own research suggests the two types differ not only in demographics, but also in values, lifestyle and psychographics, and believes the split will be very useful for ad targeting purposes, as well as steering broadcast content.

CEO Partho Dasgupta (pictured) comments: 'There has been a strong demand from the Market for separate reporting of viewership from homes with Pay & Free connection. We have taken the market feedback in consideration with the changes that have come about in the ecosystem post the implementation of the Tariff Order. We believe this move is a step in the right direction to empower the industry in understanding the distinct consumption patterns of this segment and plan more effectively'.

Last week, BARC launched PrimaVU, a product designed to measure viewing in 'premium homes', and in the last eighteen months it has launched and integrated an OOH measurement service.

Web site: www.barcindia.co.in .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.