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BARCsays rural ratings after board’s decision even as PrasarBharatiCEOquestions delay

MUMBAI: Even as the delay in the
release of rural ratings data by the
Broadcast Audience Research Council
(BARC) has irked public broadcaster
Prasar Bharati, BARC CEO Partho
Dasgupta has maintained that the
decision on the rollout of rural
ratings will be taken by the BARC
““All India ratings, including rural,
will be released post BARC India
Board’s decision,” Dasgupta told
The pubcaster, meanwhile, is miffed
with the delay in the release of rural
data. Prasar Bharati was expecting its
channels to witness a significant rise
in ratings once the complete report
was out.
A PTI report quoted Prasar Bharati
officials as saying that the pubcaster
was unhappy over the continued
postponement of the rural ratings
rollout, which was expected to take
place in July, then September, but has
again been postponed.
“There were serious concerns about
the accuracy of the earlier system of
ratings by TAM and that was one
major reason that BARC was set up
through efforts of broadcasters and
other bodies to provide more authentic
data. However, the disappointing part
is that at the moment, BARC is
releasing only urban ratings, which
could raise questions about its
credibility,” an official told PTI.
Incidentally, PTI also said that Prasar
Bharati CEO Jawhar Sircar has written
a ‘strongly-worded’ letter to
Dasgupta demanding immediate release
of the rural data.
Sircar has expressed his
dissatisfaction with the ‘present
partial (urban) coverage of BARC’,
alleging it is damaging the public
broadcaster’s revenue prospects and
has affected its standing in the
He further mentioned that Prasar
Bharati had been patient as it is a
public broadcaster and had helped
found BARC. “Our agreement with
BARC was that the rural rollout would
take place in July, which went to
September, and now it is postponed
again,” Sircar said.
He further said that as a non-profit
public entity, Prasar Bharati was not
getting a fair deal.
Sircar told PTI that the public
broadcaster has maintained patience
and decorum “even when we have been
hurt with data that is far from being
representative. Six months is more
than enough and BARC should release
the data of the rural half of TV
As reported earlier by
TelevisionPost.com, all channels of
Doordarshan including DD National, DD
Sports, DD News, DD Bharati and DD
Kisan are among the lower-rung
channels in the hierarchy, as per
BARC data. The channels have not
been able to increase their viewership
despite a boost from the government
in the budget as well as recruitment.
Interestingly, according to a report
by business daily Economic Times, in
the period between 18 May and 8
June, DD National was placed 13th
among 15 entertainment channels
while DD Sports was 10th among 13
sports channels. DD News was placed
eighth among 14 news channels, while
DD Bharati was 10th in a list of 11
culture channels.
The 67 regional channels of DD showed
dismal ratings with most having the
least viewership in the respective
categories. These included DD Urdu, DD
Bangla, DD Girnar, DD Kashir, DD
Marathi and DD Odiya.

BARC says rural ratings after board’s decision even as Prasar Bharati CEO questions delay

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