BARC India reverts to earlier process of treatment of landing page

MUMBAI: The Broadcasters Audience Research Council (BARC) India has informed its subscribers that it has reverted to the earlier process of treatment of landing page in the interim.

The audience measurement body has started filtering out outliers from the landing page following representation from the industry. BARC has neutralised the reach outliers (abnormal reach) for the week 23 data, which was released today.

BARC India’s argument is that it cannot identify landing pages, therefore, it has been identifying reach outliers. This practice of identifying reach outliers is followed for all channels, however, the impact is more pronounced for smaller viewership channels like English news, business news.

“Please note that as per representations received from various stakeholders and as per our board mandate, we are in the interim reverting to our earlier process for treatment of landing page. The same will be reflective from Week 23 onwards till further notice. The process is also under review by the board,” BARC said while releasing the week 23 data.

The Telecom Disputes Settlement and Appellate Tribunal (TDSAT) had recently set aside Telecom Regulatory Authority of India’s (TRAI) landing page direction which barred broadcasters and distribution platform operators (DPOs) from placing a channel on the landing page.

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