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Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/3805
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dc.contributor.authorMishra, Prashant
dc.contributor.authorMitra, Chandradeep
dc.date.accessioned2022-05-05T09:26:41Z-
dc.date.available2022-05-05T09:26:41Z-
dc.date.issued2019
dc.identifier.urihttps://www.iimcal.ac.in/case-studies-lists#accordion-5
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/3805-
dc.descriptionData Source :- Field case
dc.descriptionSetting :- Indian television industry
dc.descriptionCase Reference No. :- IIMC-CRC-2018-19
dc.descriptionCase Length :- 38 pages + Teaching Note
dc.description.abstractIn 2015, three key stakeholders from the world of media industry, the advertising agencies and the marketers came together to build an innovative solution to the problems facing the television audience measurement (TAM) practices in India. Broadcast Audience Research Council (BARC) was a novel collaborative experiment between three key stakeholders. The case follows the events preceding the birth of BARC and challenges faced in the process of setting up the BARC and a robust television audience measurement (TAM) system. It narrates the journey and explores the question that how BARC’s evolution happened and how it plays a balancing act to meet the needs of various stakeholders and address the previous concerns.
dc.publisherIndian Institute of Management Calcutta Case Research Center
dc.subjectAdvertising
dc.subjectAudience Measurement
dc.subjectMedia
dc.subjectStakeholders Expectation
dc.titleThe Birth of BARC: The Challenges of Establishing a New Television Audience Measurement System in India
dc.typeCase
Appears in Collections:2018-19

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