first_imgBARC India to expand meter homes to 44k by this fiscalMumbai, Jul 15 (PTI) Television rating agencyBroadcast Audience Research Council India (BARC) plans toexpand its meter homes to 44,000 by this financial year, a topofficial has said.”When we first started measuring TV viewership habits,30 per cent of our sample TV homes were in rural India. Thiswent up to 33 per cent when we expanded our meters to 33,000.This will further go up to 38 per cent, when we expand themeter homes to 44,000 by end of this financial year. This is a153 per cent growth in the rural sample, BARC India CEOPartho Dasgupta told PTI.It currently has 33,000 sample TV homes in itsmeasurement universe which will go up to 55,000 in thecoming years.”With return path data (RPD), we plan to scale up thisnumber to over 200,000,” he said adding that RPD will help tocurb panel home tampering.BARC has tied up with DEN Networks and Airtel DigitalTV for RPD and Dasgupta said they are in talks with all theother players.The daily tune-ins on TV currently stands at 557million and the daily average time spent per viewer watchingTV is 3 hour 44 minutes.Since BARC started rolling out its data in 2015, someinteresting trends have emerged like contrary to popularperception, TV Viewership is highest among youth (15-30 years)even in the digital age.The total TV viewership has gone up from 20.4 billionimpressions to 28.3 billion impressions, up by 39 per cent.Key hindi genres like hindi GEC, hindi movies andhindi news have gone up by 6 per cent, 87 per cent and 13 percent respectively since 2015.advertisementViewership for english channels has also gone up from115 million impressions to 122 million impressions, a growthof 6 per cent.HD Viewership has seen a 5.5 times growth in the lastthree years. Sports that in 2015 contributed to 1.8 per centto total TV viewership, has grown to 3 per cent in 2018.In the sports genre, while cricket still remains themost popular on TV, viewership of local sport kabaddihas grown by 83 per cent.”Also, trends like increase in temperature leads todrop in primetime viewership and total TV viewership in Southspikes during festival holidays have come up,” Dasgupta said.BARC recently started measuring out of home televisionconsumption and he said its aim is to measure all the screensbeing used to consume content. It has recently startedmeasuring OOH TV consumptions in Mumbai, Delhi and Bengalurufor restaurants,pubs,lounges.The biggest focus area for BARC India this year willbe to move from being a mere data company to an insightscompany. With new products and services to be launched forsubscribers.It is also preparing for its digital measurementservice Ekam. “One reason it is taking longer than estimatedto launch Ekam is that we are working to build that consensusto get all key stakeholders onboard and aligned to thebuilding blocks of Ekam. This will ensure all-round acceptanceof the data. We also underwent a similar journey beforelaunching TV viewership measurement, he added. PTI DS DSKDSK DSK DSKJMF JMF JMFlast_img

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