MUMBAI: Television rating agency Broadcast Audience Research Council India (BARC) has set itself a target of expanding its meter homes up to 44,000 by the end of the ongoing financial year, up from the current 33,000.
"When we first started measuring TV viewership habits, 30% of our sample TV homes were in rural India. This went up to 33% when we expanded our meters to 33,000. This will further go up to 38% when we expand the meter homes to 44,000 by end of this financial year. This is a 153% growth in the rural sample, BARC India CEO Partho Dasgupta told PTI.