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News on MEA 24th Aug 2023 ArdorComm Media Group MIB Approves BARC’s Raw Audience Data Sharing with Broadcasters
News on MEA 24th Aug 2023 ArdorComm Media Group MIB Approves BARC’s Raw Audience Data Sharing with Broadcasters

MIB Approves BARC’s Raw Audience Data Sharing with Broadcasters

-By ArdorComm News Network

The Ministry of Information and Broadcasting (MIB) has granted permission to the Broadcast Audience Research Council (BARC) to share unprocessed audience measurement data with television broadcasters. BARC had formally requested MIB’s approval to provide this raw data to broadcasters. Currently, BARC shares this information with media agencies and advertisers. In a letter to BARC, MIB stated, “BARC can share raw data up to the previous week, i.e., the data pertaining to viewership for the week preceding the one being reported, with broadcasters.

This sharing should be done transparently and fairly, while ensuring the confidentiality and integrity of BARC’s audience panels are maintained.” MIB also acknowledged that BARC has increased the number of panel homes by approximately 85%, from 30,000 to 55,000. Experts anticipate that providing raw data will offer television networks more comprehensive insights into viewer behaviour.

According to the ‘Policy Guidelines for Television Rating Agencies in India,’ data generated by rating agencies should be accessible to all interested parties in a transparent and equitable manner. The ministry emphasized that the raw data has been adequately safeguarded and anonymized and does not contain any personally identifiable information about panel members, thus preserving the secrecy, privacy, and integrity of the panel homes.

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