BARC unveils reporting for free, pay-TV viewers | Ratings/Measurement | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
TV measurement organisation BARC India is to begin reporting viewing figures from free and pay-TV platforms, with immediate effect.

BARC India logo 27 Dec 2018The new pay and free platform variable will be offered over and above the current urban and rural cuts that are reported by BARC India. It will be made available to all the subscribers for planning and analysis through its proprietary BARC Media Workstation Software. It will also be published on the website for select genres.

BARC classes a free connection as one where the household do not pay a monthly subscription fee, even if a one off fee has been paid for the installation of a set-top box - for direct to home service DD Free Dish, for example. Pay-TV platforms, however, require both the set-top box installation and a monthly subscription fee to receive the programming.

In the Hindi Speaking Markets, two out of ten homes are Free Homes, accounting for almost 140 million TV viewing individuals, according to BARC. “The pay and free viewer differs significantly not only in terms of demographics, but also their characteristics, values, lifestyle and psychographics,” the organisation said in a statement.

Offering different reporting criteria will allow advertisers to plan more effectively by placing insertions on the channels available in the different regions. BARC believes broadcasters can also make more informed decisions pertaining to content and distribution.

“There has been a strong demand from the market for separate reporting of viewership from homes with pay and free connection. We believe this move is a step in the right direction to empower the industry in understanding the distinct consumption patterns of this segment and plan more effectively” says Partho Dasgupta, CEO, BARC India.

The move follows BARC’s recent introduction of a new product called PrimaVU to collate data from the top 3% of India’s socio-economic status households in its six megacities.