Television audience research body, BARB, has been bought by a consortium called BARB Protem, which comprises the BBC, the ITV Network, the Institute of Practitioners in Advertising (IPA), Channel 4, Channel 5 and BSkyB. Previously the body was owned in duopoly by the BBC and ITV.
The new ownership structure is part of BARB’s preparation for TV audience research in the next millennium. The tender process for the new audience research contract has already been advertised by BARB (see BARB Puts Audience Measurement Contract Out To Tender) and the contract is expected to be awarded in March next year.
Caroline McDevitt, chief executive at BARB, says: “BARB has strengthened its position by extending its membership to now encompass most of the major broadcasters and users of BARB data in the UK as we approach the digital era.”
BARB: 0181 741 9110
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