The Broadcast Audience Research Council (BARC) India is all geared up to launch its first-ever measurement survey for Connected TV (CTV) consumption in India, according to a report by Storyboard18.com.

The report added that the audience measurement company has identified the premium households and will be holding a series of meetings with the OTT players for a comprehensive measurement system that will generate audience data for TV and streaming platforms also. (https://www.storyboard18.com/television/barc-identifies-premium-households-panels-to-be-installed-by-april-2025-47042.htm)

The premium panels will be installed by April 2025, it said, adding that  over 5,000 premium panels have been ordered to measure CTV consumption in the country.

Quoting an unnamed sources, the Storyboard18 report stated that a “major challenge” would be to have the OTT platforms participate in the combined measurement system

BARC India presently covers about 55,000 homes, but had faced pushback in the past from digital players on audience data measurement.

Earlier this year, broadcast and telecom regulator the Telecom Regulatory Authority of India (TRAI) had proposed reviewing BARC India’s measurement system, while noting that the present sample size fell short of what the Indian TV landscape is — 55,000 BARC India households vs. 182 million television viewing households, a number that’s likely to cross 200 million in coming years.

Noting the emergence of the streaming platforms, TRAI in a background paper had noted that BARC India’s audience measurement needs to incorporate non-linear sources as well.