BARC: Nielsen, Kantar, Médiamétrie and Cross Tab to run the last lap

Entering a decisive phase, the Broadcasters Audience research Council (BARC) has shortlisted four vendors to provide the audience viewership measurement service.

TelevisionPost has learnt from reliable sources that the BARC board, which met on Saturday to decide on the technology and the path ahead, has shortlisted US-based audience measurement powerhouse Nielsen Company, UK-based media analytics company Kantar Media, French audience measurement company Médiamétrie, and US-based research company Cross Tab.

It is pertinent to note that Nielsen and Kantar already have a strong presence in audience viewership measurement market through a joint venture, TAM India, the de facto television viewership provider.

A BARC committee member said that the Board has shortlisted Nielsen, Kantar and Médiamétrie. Another member stated that Cross Tab has also made the cut.

The BARC management and the technical and commercial committees have now been tasked with the critical task of negotiating and finalising contracts with the vendors, the sources add.

BARC chairman and Zee Entertainment Enterprises Ltd MD & CEO Punit Goenka said that the BARC board has shortlisted some bidders without divulging any details. “The BARC board has approved bidders but I can’t reveal their names as the information is commercially sensitive,” Goenka told