News broadcaster NDTV, which owns and operates NDTV 24×7 and NDTV India, has withdrawn from the Broadcasters Audience Research Council (BARC) India rating system.
While confirming the development of exchange4media, NDTV Group President Suparna Singh said: “NDTV has repeatedly stressed that a much larger sample size (of counters) is needed if BARC is serious about ensuring a measurement process. which cannot be faked or manipulated”.
NDTV, she added, pointed out the various infirmities of the system for years before the ratings scandal exploded. “Unfortunately, the changes proposed by BARC as it resumes reporting TRPs are alarmingly significant.”
Suparna also noted that the broadcaster does not find it possible to subscribe to BARC India’s rating system until it is reconfigured. BARC, she said, needs to install more meters and become much more transparent.
“Both ethically and from a crucial business perspective, we cannot participate in a system that is known to be corrupt but shows no signs of changing,” she said.
According to media reports, BARC India is also considering postponing data for resuming the publication of news rankings as various news channels have submitted suggestions on the publication period to the audience measurement body.
While some channels reportedly said the published data should be from mid-March, others suggested the data should only be for the previous three months.
Earlier, BARC India announced that it would resume publishing audience data for individual news channels from March 17.
It has come up with a new methodology whereby data for news and special interest channels will be based on ADRS or a four-week moving average.
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