Larger sample size needed for BARC to measure viewership, says Zee Media

Zee Media, which has pulled out of the Broadcast Audience Research Council of India (BARC) over viewership measurement concerns, has said the body needs to have a larger number of people meters for robust measurement.

For the uninitiated, people meters are electronic devices that record the television viewing habits of a household. BARC has 44,000 such people meters in the country.

“We have repeatedly pointed out that a far larger sample size of people meters is needed, if BARC is serious about ensuring a measurement process that cannot be rigged or manipulated. However, BARC has failed to address this issue so far,” Zee Media said in a statement to Business Standard.