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IAMAI suggests advertisers pay 0.25% of media spends to strengthen BARC measurement
MUMBAI: Presenting counter comments to the Telecom Regulatory Authority of India (TRAI) consultation paper on BARC TV viewership measurement, the Internet and Mobile Association of India (IAMAI) has said that advertisers can pay 0.25 per cent of their media spends for TV viewership measurement every year. It will not only help them in making judicious investments but will also largely contribute to the process of increasing panel size for audience measurement.
The association noted this in response to the question asking about methodologies and technologies to rapidly increase the panel size for television audience measurement and the related commercial challenges. It wrote, “Use of multiple technologies such as peoplemeter, RPD, channel video players, softwares measuring the consumption of OTT and data modelling should help increase the overall sample size without commensurate increase in the costs. Advertisers can pay 0.25 per cent of their media spend for measurement every year to make the currency more robust which in-turn helps them to make judicious investments.”
IAMAI also stated that it feels Indian Society of Advertisers (ISA) and The Advertising Agencies Association of India (AAAI) members, who hold 20 per cent share each in BARC, are not much involved in the currency.
It mentioned in its counter comments, “At present, IBF owns 60 per cent of BARC and 20 per cent each is owned by AAAI and ISA. As a result, IBF has a greater say in the functioning of BARC. However, globally, higher percentage of revenue is contributed by media owners.”
“In past TRAI consulting papers, most contributions also came from the media owners. It seems ISA and AAAI members are not that involved with overall currency. Consultation with these constituents may help ensure equal contribution in functioning of BARC by all the three industry bodies, irrespective of the share of revenue contributed. Presently it is felt that with 60 per cent share IBF controls day-to-day functioning of BARC and future course of action,” the comment further read.
IAMAI also vouched for introducing a competitive currency of viewership management; one based on peoplemeter and the other based on RPD.
It noted, “We can do this for different types of data, whether from the set-top box in the home or mobile services that enable subscriber viewing on tablets or phones. This will add Digital Viewership Measurement, which is currently missing.”
“The 2nd study of RPD can be done with Internet and Mobile Association of India (IAMAI), who represents most of the digital media and publishers, in partnership with relevant stakeholders,” its comment mentioned.
Most of the broadcasters, in their responses to the paper, had denied the need of introducing competition in the viewership measurement domain, citing reasons like it would lead to chaos and duplication of data and skewing of results to the convenience of a few stakeholders.
TRAI had released the said consultation paper in December last year to seek suggestions on how the existing TV viewership management system can be made more robust. It asked several important questions to various stakeholders, including if the current measuring system is apposite, should the sample size of the population be increased, and related commercial viabilities of the responses.
The stakeholders were asked to file the comments by 2 January and counter comments by 16 January. However, the dates were further extended to 2 February and 16 February, respectively.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
