BARC to release rural viewership data from next week

With this, the ratings agency will triple its reach to 153.5 mn TV households from 55 mn households currently

Broadcast Audience Research Council (BARC) India will release rural television viewership data from next week.

In doing so, it will expand its reach from about 55 million households to 153.5 million. Of these, 77.5 million are urban TV households and 76 million are rural.

BARC India has said it is working on the dynamics of a joint venture with TAM Media to form a meter management company, which it announced recently. It will announce its integration plan soon.

“With the board giving us the go-ahead to release rural data, one will see ‘What India Watches’,” said Partho Dasgupta, chief executive of BARC India.