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BARC India partners with Airtel DTH to measure TV viewership

Press Trust of India  |  Mumbai 

rating agency Broadcast (BARC) today said it has partnered with direct to home operator to include its subscriber homes into the (return path data) Panel.

This partnership will provide a fillip to Indias plan of scaling up panel homes to multiples of the mandated 50,000, the agency said in a statement.

In October last year, had signed on for measuring TV viewership using By tying up with Airtel Digital TV, has added a significant DTH subscriber base to its proposed panel. will use a portion of Airtel Digital TVs subscriber base to measure TV viewership via RPD.

"Our partnership with will strengthen our RPD rollout plan. Panel home expansion is absolutely critical for us considering the diversity in the country which is visible even in the way TV content is consumed. RPD, will give the industry a cost-effective way of expanding panel home size. The distribution platform owners too will benefit with RPD. It will give them a better understanding into what their subscribers are consuming on TV. This will help the industry at large, chief business officer said.

RPD is used globally for collecting viewership data. However, BARC Indias plan to integrate it into TV Viewership currency is a global first. Random selection will be done among the selected RPD homes to include them in the currency panel basis overall universe share in the TV ecosystem, it said.

Commenting on the tie-up DTH Chief Executive Officer said, "We are pleased to partner BARC India and support their endeavour of compiling robust TV viewership insights. A credible resource like this will benefit the entire ecosystem including content producers, marketers and help in enhancing the experience for customers.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Wed, March 07 2018. 18:55 IST