"No 'IRS-like' surprises from BARC"

The strong opposition to the latest IRS survey, released last week by the MRUC, by the print industry has led to questions being raised on the upcoming BARC data. What if the data given out by BARC shows anomalies like the recent IRS survey? As is known, 18 print publishers have jointly issuing a statement asking RSCI and MRUC to withdraw the results of IRS Q4 2013 immediately as well as put a stop to all future editions of the survey.

Dispelling such concerns, Partho Dasgupta, ‎Chief Executive Officer, BARC India insisted, “For BARC, all stakeholders are involved at every step in the deciding process, rules and data structures, to the extent that there will be no surprises for the stakeholders.”

However, given the current dynamic scenario, wherein the Ministry of Information and Broadcasting (MIB) has cracked its whip on TV ratings and TAM with its new guidelines, BARC operations, which are to slated commence from October 2014, thus attain heightened importance, given the possibility of an impending ratings blackout period. The Delhi High Court has deferred a stay order to the writ petition filed by Kantar Media in the TV ratings guidelines case, and the next date for hearings has been fixed on February 11, 2014. Looking at the print industry’s reaction, which has gotten worse through last week, ending in a scenario where RSCI and MRUC have been asked to withdraw the results of the survey, questions are being raised as to what if the broadcast industry finds itself in a similar predicament, with huge anomalies in the BARC ratings?

Speaking on this issue, Ashish Bhasin, CEO, Dentsu Aegis Network South Asia remarked, “Firstly, I don’t agree that data should be withdrawn, instead the problem areas should be tackled. Withdrawal of data sets a bad precedent.” He further said, “Two ratings systems can’t help, we saw that with TAM and INTAM, INS and NRS; also, industry resources are utilised better in one system. This year will be seminal because we are making a radical change in our ratings system, and any change needs to handled with maturity. Some will win, some will lose, as long as all measures are taken to ensure the new system is robust. There will be pain which comes with every transition.”

Last year having been a year of immense action for the broadcast industry to put it mildly, 2013 was characterised by turbulences, dynamic developments and loggerheads, on the same hand saw the industry moving taking a step towards accountability, transparency and an organised structure.

Given that stakeholders are looking forward to Broadcast Audience Research Council (BARC) as an alternative to TAM. There has been immense speculation and curiosity around BARC as well, on January 20, 2014 BARC formally announced Mediametrie as its technology partner. BARC is slated to bring revolutionary technology and resolve the issues stakeholders raised with TAM ratings, however there are bound to be changes with a new system in place, and a transition period as well, would it be better to have two ratings system even for an interim period rather than have the industry in a state of flux once again? 

“Whenever there is a new system or a change in methodology of an existing system, there are bound to be a few surprises. We have seen it in the past when we moved from diary to people meter and from two people meter systems to a single one. At the same time, as an industry I don't think we can afford two systems as the cost of one system itself is a heavy burden. All stakeholders have worked hard on the new system, one hopes it will be reliable and robust.  We will need to lay down and follow clear protocols on how to deal with the surprises, especially in the first year or two when the system is stabilising,” said CVL Srinivas, GroupM, Chief Executive Officer - South Asia.

His sentiments are echoed by Mallikarjunadas CR, CEO, SMG India, when he said, “Two currencies predicated on a sample based measurement would never give the same ratings. In fact, if the same numbers come then it should be a bigger cause for concern regarding the veracity of the data! That numbers will look different is inescapable. We saw that happening 15 years back when the industry switched from a diary based system to a people. In such cases, if budgets permit, then there should be a 'handover period' wherein both co-exist for a specific time-limit to allow for people to do the transition smoothly.”

An interim period of two ratings systems seems to be the way to go, hopefully the handling of the transition period of the ratings system will be smooth and the broadcast industry will indeed take a leap forward and move past an ailing ratings system to a more robust and stable one.