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BARC India adopts NCCS as new classification
MUMBAI: In its endeavour to interact, engage and share with its stakeholders – key developments and initiatives – Broadcast Audience Research Council (BARC) India has embarked upon itself to unravel the puzzle of TV audience measurement system in India.
One of the biggest changes that the measuring body has adopted is the New Consumer Classification System (NCCS). The ‘New SEC’ system as it is referred to in the MRSI documents was co-developed by Market Research Society of India (MRSI) and Media Research Users Council (MRUC) as the new classification system for industry use.
The new SEC system, which has been in existence since 2008, was developed after rigorous research as a better discriminator of the purchasing power of a household compared to the SEC. “Research has to evolve over time; and so have systems. In the 80s, MHI was used to classify purchasing power, which gave way to a better system called the SEC in the 90s. It is now time to embrace the new age system,” points out BARC India CEO Partho Dasgupta.
Alternative systems – a point-based system including education of CWE, press exposure of housewife, ownership of durables and usership of consumer goods; and a system considering ‘best type’ of consumer durables owned – were considered before settling on the present NCCS.
It is based on the assumption that a system that throws up more inequalities is more discriminating.
The new SEC system is used to classify households in India and is based on two variables: education of chief wage earner and number of consumer durables (from a predefined list) owned by the family.
The 11 shortlisted durables (electricity connection, ceiling fan, gas stove, refrigerator, two wheeler, washing machine, colour TV, computer, four-wheeler, air conditioner, agricultural land (in rural areas) were identified as the best discriminators of the ‘purchasing power’ of a household after evaluating the series of variables, including education of housewife, type of dwelling (house), amenities, number of rooms, ownership of durables and usership of consumer goods.
Dasgupta believes that the new system will be of great value to the industry due to various factors. “To name a few; (a) Advertisers do not discriminate between urban and rural India from their sales perspective; and the NCCS is a single system for urban and rural India, (b) It is not linked to only one individual in the household, but to the entire household, (c) It is dynamic, having the ability to change over time as discriminators change, and (d) It captures the affordability quotient of household and hence marketers can target more precisely.”
NCCS v/s SEC – A Comparison:
NCCS Grid has 12 grades ranging from A1 to E3:
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.
