BARB Launches Future Into View Consultation

The English Heritage Theatre in Saville Row was the venue for the launch yesterday of BARB’s new consultation project titled Future Into View.

BARB CEO, Bjarne Thelin, made it clear that actions drawn out of the consultation could be considered from this point on, not held back until the new contract launches in 2010. Already BARB has projects under way, or scheduled, to look at areas such as Sky +, PVRs, Interactive TV and more but he made it clear that whilst many areas can be investigated, choices will need to be made as to the key areas of focus.

With reference to a common industry research theme of the moment, Thelin asserted that “TV requires our (BARB’s) full attention.” He said that BARB was not attempting to seek out joint venture research opportunities with other media, but having determined “the best route for BARB,” he acknowledged this might prove a workable option for another medium too.

He also called for service providers on other platforms to enter into dialogue – “the aim is to keep all measurement together.” BSkyB has recently embarked on a separate extensive research project with TNS – Sky View – the first phase of which is due to report in Q4 of this year.

This is the start of a process which will report back early next year with a framework for how BARB measures TV in the future. BARB subscribers are being asked to fill in an online survey at www.barb.co.uk, and a series of focus groups are also planned.

The initiative was warmly welcomed by the agencies, advertisers, research companies and media owners in attendance, but there was also realism concerning the difficulty of the task that lies ahead.

BARB: www.barb.co.uk