IIM Calcutta to Publish BARC India Case Study

With an objective to bring real-life learning from exceptional practices of Indian institutes into the class room, Indian Institute of Management, Calcutta has developed a case study related to TV viewership system in India. The case study will give a detailed insight of the history of television leadership measurement that is leading to the setting up of BARC India or Broadcast Audience Research Council. The in-depth research done by IIM Calcutta faculty team of Prof. Chandradeep Mitra and Professor Prasanth Mishra is the basis for the case study.

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During the case study, Prof. Chandradeep and Prof. Prasanth interviewed former chairman of BARC, MD and CEO of ZEEL, Mr. Punit Goenka and other renowned personalities associated with BARC.

The case study on BARC will help the students of IIM Calcutta, as well as the students of other institutes to hone their concepts, learnt in finance, organisational strategy, media and marketing based on real-life developments in contemporary Indian media industry.

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Mr. Partho Dasgupta CEO of BARC India, as well as an alumnus of IIM Calcutta, played a significant role in analysing the case study. An open-house discussion was conducted which was attended by renowned professors from IIM Calcutta. Similarly, 161 students who have enrolled for the course ‘Sports, Entertainment & Media Marketing’ also took part in the discussion.

For figuring out the TV viewership measurement system, state-of-the-art technologies and unique financing model are essential. Before publishing the final format of the case study, the faculty team will hold an interaction with the students to refine the case study further.