A possible shutdown of Broadcast Audience Research Council (BARC) India could put about 1,500 jobs across television audience measurement at risk, Exchange4Media reported, as the ratings freeze leaves broadcasters without a common audience yardstick.
The outlet attributed the estimate to unnamed industry sources. It also reported that broadcaster-led cuts could become more visible after Diwali, affecting roles in editorial, programming, sales, marketing and distribution. Exchange4Media did not name the networks or give a total for those proposed reductions.
The ratings hold stems from a regulatory change. On March 27, India’s Ministry of Information and Broadcasting replaced its 2014 television ratings guidelines with a new policy. Existing agencies cannot generate or publish ratings until they comply with the policy.
A May 8 amendment requires existing rating agencies to expand their panels to 80,000 metered homes within nine months of the policy’s notification. It also requires independent directors to make up at least 33% of an agency’s board.
Crisil Ratings said BARC submitted its registration application in April. The ratings agency said the ministry informed BARC on July 3 that the application was under examination and advised it to pause audience measurement and ratings publication until registration or further orders. Exchange4Media reported that BARC told the ministry its panel covered 70,876 homes and that it expected to reach the 80,000-home requirement by December.
The policy says audience figures inform programming choices and advertisers’ spending. Exchange4Media reported that an industry source said the lack of a shared measure made it harder for broadcasters to show channel performance and negotiate advertising rates.
In an Aug. 31 assessment, Crisil Ratings said BARC was still operating, receiving payments from broadcasters and had healthy liquidity with little debt. Exchange4Media’s reported job estimate concerns a possible shutdown; it is not a count of confirmed layoffs.
