By Akanksha Srivastava

As advertisers, media agencies and research bodies gear up to migrate from NCCS to ISEC, the Indian Broadcasting and Digital Foundation (IBDF) formed a task force to study the new socio-economic classification launched by the Market Research Society of India (MRSI) last week after certain concerns from top broadcasters.

While the current NCCS system primarily considers the education level of the primary earner and the presence of specific consumer durables in households, the ISEC system takes a more comprehensive approach. It includes factors such as the occupation of the primary earner and the educational attainment of both the most educated male and female adults in the household.

Introduced in 2011 by the Media Research Users’ Council (MRUC) and the Market Research Society of India (MRSI) to supersede the outdated SEC system from the 1980s, the current NCCS system relies solely on the education level of the primary earner and the presence of specific consumer durables in households.

Sources at the top broadcasters told BestMediaInfo.com that ISEC will largely be adopted by BARC as a replacement for NCCS.

“It doesn't depend on individual broadcasters rather than IBDF guiding BARC just like ISA has accepted it,” said a senior executive at one of the top four broadcasters who did not want to be named.

“It will be a big shift. IBDF has formed a task force to address various concerns from broadcasters' point of view and further adoption of the new system,” the executive said.

However, the executive declined to comment on specific concerns arising from the ISEC.

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