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Media Dialogues Vision 2020: Broadcasters shouldn't magnifying data from microscopic samples, says BARC CEO

Updated : December 21, 2019 04:00 PM IST

In his first-ever interview after taking over as the CEO of Broadcast Audience Research Council (BARC), Sunil Lulla has urged broadcasters to stop magnifying data from microscopic samples and look at it over the span of four weeks. Speaking exclusively to CNBC-TV18's Anuradha Sengupta, Lulla shared details about the focus areas for BARC India in the coming days.

Lulla said, "BARC's first focus is to look at talent which comes in, which is homegrown on data sciences and statistics. So, that is one of the challenges in India that there are not too many of them. The second focus would be looking at the way people are consuming content and how that content is growing. So, we are working with certain specific genres of TV content, certain specific digital players to be able to see whether we can harness data that comes out of their system."

He further added, "Nobody makes an advertisement decision on one week's data, you look at 4 weeks data, you look at across different audiences, it is in the broadcasting industries interest to not get so microscopic about micro-audiences."
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