Zee Entertainment CEO Punit Goenka lauds launch of BARC

Indian television now has a new ratings system called broadcast Audience Research Council (BARC) which was rolled out on Wednesday.

TAM, which was until recently subscribed by most broadcasters, still exists, but key stakeholders – television channels, media agencies and advertisers – have now opted for data released by BARC.

Zee Entertainment Enterprises Limited (ZEEL) MD and CEO Punit Goenka lauded the new system at the launch-

The launch of BARC India’s world class television audience measurement system, makes it a historic day for the entire industry!

— Punit Goenka (@punit_goenka) April 29, 2015

With the implementation of @BARCIndia , the ecosystem has certainly turned absolutely transparent!

— Punit Goenka (@punit_goenka) April 29, 2015

.@BARCIndia will certainly be the best solution to report what the nation is actually watching!

— Punit Goenka (@punit_goenka) April 29, 2015

I would like to thank @parthodasgupta, @paritoshZero ,#ShashiSinha,#SmitaJha & the entire @BARCIndia team for their commitment and hardwork!

— Punit Goenka (@punit_goenka) April 29, 2015

The diversity in cultural and media consumption in the country makes the work of the BARC India the most challenging service governed by a single joint industry body for the entire country, said BARC CEO Partho Dasgupta.

According to Dasgupta, around 3,000 professionals have been trained with the BARC India Media Workstation (BMW). NCCS, or the new SEC system, will be the norm to follow for accurate classification and data analytics. The pre-launch and post-launch audit processes were conducted by Ernst and Young's Florida team.