Television rating agency Broadcast Audience Research Council (BARC) India today said it has partnered with broadcasting and cable TV service provider Den Networks to measure TV viewership using return path data via the latter's digital set top boxes ((STBs).
As part of this partnership, BARC India will fetch data from STBs of Den Networks and Den Networks, will also use this data for subscriber management, packaging opportunities and to drive advertising revenue on its in-house channels, BARC India said in a statement.
The return path data (RPD) partnerships will enable BARC India to capture viewership from an exponentially larger panel as it will use a portion of DEN Networks subscriber base to augment its TV measurement service.
The large pool of panel households will also help address the issue of panel home tampering, it added.
The TV measurement rating agency is also looking at partnering with more cable and DTH operators for RPD and believes that this approach will allow it to expand panel households to over 150,000 in the near future.
"Data gathering and analytics is becoming increasingly relevant in a vast and heterogeneous society like India.
"With this partnership, we have taken the first steps towards world class data analytics of subscriber viewing patterns which will help us to serve our customers in a far more effective way and enabling us to offer personalised services," Den Networks Chief Executive Officer S N Sharma said.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)