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BARC India Orders Forensic Audit Following Allegations of Ratings Manipulation
The Broadcast Audience Research Council (BARC) India has launched an independent forensic investigation after a Malayalam news channel aired serious allegations regarding manipulation of television ratings in Kerala. The development comes in response to an investigative report broadcast by Twentyfour news channel that claimed a BARC employee was involved in tampering with viewership data for a regional broadcaster.
In its official statement, BARC acknowledged awareness of the allegations and stressed it had responded with “urgency, transparency and due diligence” by immediately engaging “a reputed independent agency” to conduct a comprehensive forensic audit of the matter. The ratings measurement body has called for restraint from all stakeholders while the investigation is underway.
“While the audit is underway, we would request all parties, including the media, to refrain from making any unverified or speculatory claims regarding the situation,” BARC stated, emphasizing its commitment to “the highest standards of integrity and accountability” toward stakeholders.
The controversy stems from an investigative program aired earlier this week by Twentyfour, which presented what it described as damning evidence against a BARC employee. According to the channel’s report, the employee allegedly provided confidential information about meter locations and advance notice of weekly rating estimates to a regional broadcaster in exchange for monetary compensation.
The investigation claimed to have uncovered digital communication records showing the employee received payments through unofficial channels, while the beneficiary broadcaster allegedly used the privileged information to artificially boost its viewership numbers. Industry insiders had reportedly already noticed unusual patterns in the ratings of the channel in question, with unexplained spikes in viewership figures over recent months.
This incident has reopened wounds in India’s television ratings industry, which has faced credibility challenges in recent years. In 2020, BARC suspended ratings for news channels for over a year following allegations of manipulation in what became known as the “TRP scam.” The latest controversy risks undermining advertiser confidence in the television measurement system that determines where billions in advertising rupees are allocated annually.
The Kerala regional television market, while smaller than Hindi-speaking markets, remains fiercely competitive with multiple news and entertainment channels competing for viewer attention and advertising revenue. Even small changes in ratings can significantly impact advertising rates and revenue for channels in this market.
Media analysts note that the integrity of audience measurement systems is crucial for the entire broadcasting ecosystem. Advertisers rely on these metrics to make informed decisions about where to place their marketing budgets, while broadcasters use them to set advertising rates and develop programming strategies.
The allegations are particularly concerning because meter locations and advance ratings information are supposed to be among the most closely guarded secrets in the television ratings system. Knowledge of panel homes where measurement devices are installed creates opportunities for targeted manipulation of viewership data.
BARC India, established in 2015 as a joint industry body representing broadcasters, advertisers, and advertising agencies, operates approximately 55,000 metered households across India to measure television viewership patterns. The data collected forms the basis for the television advertising marketplace worth billions of dollars.
Industry bodies representing news broadcasters have yet to comment on the specific allegations, though many stakeholders will be closely watching the outcome of the forensic investigation given the potential implications for trust in the ratings system.
The timeline for completing the forensic audit has not been disclosed, but similar investigations in the past have typically taken several weeks to conclude.
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20 Comments
This is a concerning issue that could have far-reaching implications. I’m glad to see BARC responding promptly with a comprehensive forensic investigation to get to the truth.
Agree, BARC is right to take this step. Transparent, impartial review of the allegations is crucial to uphold the integrity of the ratings system. Looking forward to the audit findings.
This is a serious allegation that needs a thorough investigation. BARC is doing the right thing by launching an independent forensic audit to get to the bottom of the matter and uphold the integrity of TV ratings data.
Agreed. Transparent and diligent investigation is crucial to maintain trust in the system. Looking forward to the findings and any necessary corrective actions.
This is an important issue that deserves a rigorous, impartial investigation. BARC’s decision to bring in an independent auditor is a sensible approach to get to the bottom of the allegations.
Completely agree. Maintaining the credibility of TV ratings data is critical, so a thorough forensic review is the right call here. Hopefully it provides clarity and leads to any necessary reforms.
TV ratings manipulation can skew the entire advertising ecosystem. BARC is wise to investigate this matter quickly and thoroughly to uphold the integrity of their data.
Absolutely. Reliable ratings data is essential for the entire media industry. I hope the forensic audit provides clear answers and leads to any needed reforms.
TV ratings manipulation can have significant impacts on the media industry. It’s good that BARC is taking this issue seriously and bringing in an independent auditor to review the situation objectively.
Absolutely. Maintaining accurate and reliable viewership data is critical for advertisers, broadcasters, and the public. Hopefully the forensic audit provides clear answers.
Curious to see what the forensic audit uncovers. Tampering with TV ratings data is a serious breach of trust. BARC is right to call for restraint while the investigation is ongoing.
Agree, rushing to judgement before all the facts are known could do more harm than good. A thorough, impartial review is the best path forward here.
Allegations of TV ratings manipulation are very serious. BARC is right to launch a comprehensive forensic audit to investigate the claims and uphold the integrity of their data.
Agreed. Transparent, impartial investigation is essential to get to the truth of the matter. I’m glad BARC is taking this step and calling for restraint from all parties during the review.
This is an important issue for the media industry in India. BARC’s commitment to transparency and accountability through an independent forensic audit is a positive step.
Agreed. Maintaining the credibility of viewership data is critical. Looking forward to seeing the audit’s findings and any necessary actions to address the allegations.
While the allegations are concerning, I’m glad to see BARC taking swift action with an independent forensic audit. Transparent investigation is crucial to maintain trust in the ratings system.
Agreed. BARC’s response seems appropriate – they are taking the matter seriously while calling for restraint until the facts are known. Looking forward to seeing the audit results.
TV ratings are critical for the media industry, so any allegations of tampering need to be taken very seriously. BARC’s decision to bring in an independent auditor is a prudent move.
Absolutely. Maintaining the credibility of viewership data is essential. I hope the forensic audit provides clear answers and leads to reforms if any wrongdoing is uncovered.