In praise of some BARB comments

I was interested to read Jim Marshall’s comments on the newly launched BARB consultation process (MW last week) – and to find myself in violent agreement with him. He is right: BARB is a television audience measurement system, providing users with valuable size and profile data. It should not stretch its remit beyond this. I also agree that we have, if anything, too much data; I would support his suggestion that we stop minute-by-minute measurement of the many and growing smaller channels in favour of a monthly summary. I know it’s very 21st-century to “consult” stakeholders, and it will throw up many interesting ideas – but most will be neither practical nor affordable.

Christine Walker

Chairman

Walker Media

London W1T

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