ISEC: Broadcasters form task force to understand impact
The 5-6 member task force is likely to have representations from general entertainment (GEC), news, sports and other genres, e4m has learnt
Even as the Broadcast Audience Research Council (BARC) is currently evaluating the new Indian Socio-economic Classification System (ISEC) proposed by the Market Research Society of India (MRSI), the broadcasters have been wondering about the outcome of the new system that seeks to replace the old classification system—New Consumer Classification System or NCCS—of the consumers.
Addressing the concerns of the stakeholders, the Indian Broadcasting and Digital Foundation (IBDF), has formed a task force to understand the system, a TV executive told e4m requesting anonymity.
The 5-6 member task force is likely to have representations from general entertainment (GEC), news, sports and other genres, e4m has learnt.
“Entertainment channels are worried about the ISEC a lot as they fear they may be impacted once ISEC is implemented. However, news and sports channels will be at an advantage,” a TV official claimed.
The MRSI last week announced the adoption and implementation of its latest socio-economic classification system, ISEC, which considers women’s education as a key definer of social capital. This is entirely different from the current socio-economic classification NCCS, which is based on ownership of consumer durables and vehicles.
This very change is making broadcasters of certain genres worry, TV industry heads say.
“As per NCCS data, women across the strata are hooked to the soap operas on Hindi general entertainment channels. However, ISEC will differentiate the viewership pattern of educated women with that of lesser educated ones, which may give clarity over actual viewership of GECs,” say TV experts.
Since most of the educated women are moving to OTT for high-quality content, GECs might further lose steam as far as advertising is concerned.
