BARC blackout opens a new channel for TV viewership data

Mumbai: The suspension of Broadcast Viewers Analysis Council (BARC) scores has created a gap for cable and DTH operators to determine an alternate supply of tv viewership knowledge below the ministry of data and broadcasting’s TV scores coverage.

GTPL Hathway has made an early transfer by publishing knowledge from its return-path-data (RPD)-based service, however the bigger query is whether or not operator-led measurement can emerge as a reputable industry-wide different.

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Its viability will depend upon the size and representativeness of the information, sampling methodology and the flexibility to determine credibility amongst broadcasters and advertisers, {industry} sources stated.

RPD captures viewing info from linked set-top containers (STBs), monitoring which channels households watch and for a way lengthy. In contrast to BARC’s panel-based system, which makes use of folks meters and household-member info to estimate particular person viewing, RPD sometimes data viewing on the family or system degree. Its industry-wide relevance will depend upon scale, geographical illustration and methodological transparency.

GTPL is monitoring viewing via 10,000 STBs and plans to increase to 50,000, working with TAM India to generate the information. Tata Play has additionally used RPD for years, primarily for inner content material planning, in response to {industry} sources. BARC earlier piloted RPD with Airtel Digital TV and DEN Networks, however the initiative didn’t scale as operators sought compensation for sharing knowledge and prices proved prohibitive.

BARC has not revealed scores since June, after the ministry of data and broadcasting (MIB) requested it to adjust to the TV Scores Coverage 2026. Registration functions from BARC and TAM stay pending.Additionally Learn: TV channel exits speed up as India’s linear tv mannequin comes below strain

The renewed curiosity in RPD additionally follows a 2021 suggestion by an MIB-appointed committee to make it a compulsory functionality in future STBs deployed by distribution platform operators (DPOs).

Partho Dasgupta, managing associate at Thoth Advisors and former CEO of BARC India, stated extra DTH and IPTV operators ought to discover RPD. It might present channel rankings inside an operator’s territory, however can’t function the {industry}’s buying and selling forex as a result of individual-level and demographic cuts are unavailable.