Broadcast Audience Research Council (BARC) has appointed Chintamani Rao as its Chairman.The chairman’s term will be for two years.
Jawahar Goel,president, Indian Broadcasting Federation (IBF) said, “IBF was entitled to appoint the first chairman of BARC. Earlier Zee Entertainment Enterprises Ltd CEO and IBF member Pradeep Guha was supposed to be the chairman of BARC. Since he left, the industry selected Chintamani Rao as the chairman. It’s an anonymous decision made by the industry. And we believe he is the apt choice for this role.”
Anita Nayyar, CEO, MPG India, said, “The new agency must have an upside on TAM in terms of analysis and insights. If they just provide what TAM has been giving they will create confusion, just like the National Readership Survey and the Indian Readership Survey in print media.”
With an aim to solve controversies surrounding in the current rating system and to bring more clarity and transparency, the industry body BARC, is planning to launch its TV audience measurement system by January 2009. BARC was set up in September 2007.
The founding directors of BARC are Bharat Patel, Nitin Paranjape, Kurush Grant and J C Chopra from Indian Society of Advertisers (ISA); Punit Goneka, Paritosh Joshi and Rohit Gupta from the IBF; and Madhukar Kamath, Sam Balsara, Shashi Sinha, Lynn de Souza from Advertising Agencies Association of India (AAAI).