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- The Broadcast Audience Research Council (BARC) India is a joint industry body founded by organisations that represent Indian broadcasters (IBDF), advertisers (ISA), and advertising and media agencies (AAAI). It is the world's largest television measurement science industry body. It uses audio watermark technology to measure viewership of TV channels, and it also measures time-shifted viewing and simulcasts. The company was incorporated in 2010. It is based in Mumbai, India. It analyses the viewership habits of over 210 million TV households (891 million TV viewers), which makes it the world's largest television audience measurement service. Its measurement system is based on a sample of 50,000+ "panel homes", which will increase to 55,000 by 2023. It launched its TV viewership measurement service in April 2015 covering the landscape of Urban India. In October 2015, it started measuring all India TV homes (TV viewers in urban and rural India) BARC India was planned and implemented as an alternative to TAM Media Research, the audience measurement system put in place by the information and insights firm Nielsen and Kantar Media, a WPP company. It was set up according to guidelines of the Indian Ministry of Information & Broadcasting. Shashi Sinha has been elected as the chairman of BARC India. Shashi succeeds Punit Goenka who completed his tenure as chairman. In August 2021, Nakul Chopra, the former chairman of the joint-industry body, returned as the CEO. He took over from Sunil Lulla who had joined the organisation in 2019 following the exit of the founding CEO Partho Dasgupta. (en)
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