Prasar Bharati will approach Competition Commission of India against Television Audience Measurement (TAM) agency, citing monopolistic practices and inaccurate representation of data on Doordarshan's coverage.

The case is likely to be filed within a week. This decision comes together with to the I&B ministry asking advertising and broadcasting associations to fast-track the effective functioning of the Broadcast Audience Measurement Council's (BARC). Speaking to TOI, Prasar Bharati CEO Jawhar Sircar said, "We have decided to go to the Competition Commission as advised by our legal team. We are seeking a few more clearances on the issue."

BARC was set up as an independent audience measurement agency—based on the recommendations of the Amit Mitra committee-- keeping in view the deficiencies in the viewership measurement system. However, it has remained largely on paper since 2011.

In a meeting held on Tuesday, I&B secretary U K Varma asked representatives of the broadcast and advertising association to set up the technical and the high level committee within a week. While government-run DAVP will be a member of the technical committee, Prasar Bharati will be represented in BARC's high level committee.

Speaking after the meeting Varma said, "We would like TAM to improve their system and BARC to establish a credible alternative system that will benefit the industry and provide fair and transparent viewership ratings." Sources said that members of the Indian Broadcasting Foundation, Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers cited lack of resources in establishing a credible system of data collection of television rating points (TRP).

Ministry sources said that the government was keen to get BARC functional and would be closely reviewing its progress. The recent lawsuit filed by broadcaster NDTV against TAM accusing it of publishing inaccurate data on the channel's viewership has proved to be a catalyst in the matter. There have been a series of allegations and counter-allegations between the two organizations.

On its part, the government has written to TAM—a joint partnership between Nielsen and Kantar Media-- and its international partner Nielsen asking for a report on the measures taken to improve the ratings system by increasing coverage and third party audit. The ministry has also asked broadcast regulator TRAI to recommend guidelines that will set the benchmark for other rating agencies.

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