250 channels sign up for BARC India’s watermarking technology

[Sanjeev]

MUMBAI: Even as signs of a delay from Broadcast Audience Measurement Council’s (BARC) side are doing the rounds, the audience measurement company has already got on board 250 channels that have ordered for watermarking embedders. Half of this has already been installed.

The watermarking technology has been taken from Netherlands based Civolution and field testing of the meters is underway for homologating them to Indian conditions. As BARC India has consistently maintained, the meters have been assembled in India at a fraction of the cost of global suppliers.

The measurement process undertaken by BARC India is as follows:

250 channels sign up for BARC India’s watermarking technology | Indian Television Dot Com

 

[DashMajor]

What is the benefits from this technology ?

 

[IndianMascot]

You must be remembering that TAM data was rejected by various news and other channels citing it as fake and baised. After that the some mal practices were also found. Due to which matter went into TDSAT and MIB which came out with new technique to measure viewership of channels.

This article is about this new BARC technique.

 

[DashMajor]

Good initiative but it will ends with a huge data base or they will count upto certain numbers of channels.

 

[IndianMascot]

It defanately require very huge database. Based upon these ratings only Advertisers contact broadcaster and based on these only DTH or MSO make deal with the broadcasters.

 

[DashMajor]

But big Broadcasters and Distribution agencies tries to bundle the channels in one pack.

 

[IndianMascot]

Yeah. There are 100 of things involved in such agreements bro. They always prefer to deal for their bouquet because some of the channels may be popular and some of them may not be so popular.