India’s Broadcast Audience Research Council (BARC) has selected Prime Focus Technologies (PFT) for play-out monitoring services to power one of the world’s largest audience measurement programs.
PFT’s CLEAR Media ERP platform bolstered with next generation content identification technology will help automatically generate daily play-out monitoring reports.
BARC is a new, industry led TV rating agency in India, formed on the back of a regulatory change within the broadcast sector in the country India, potentially replacing TAM, which currently dominates TV rating measurement in India.
BARC stated that PFT will initially monitor about 400 channels across 18 languages, and this is likely to grow to about 700 channels. “This means, we will be monitoring over 35 million hours of TV content annually. Over 150 team members across True North and PFT Bangalore will be involved in this massive engagement,” BARC said.
“The strategic future possibilities that come from having access to all TV channels on air in the region is huge. This plays into our future plans, as all our TV clients want to go direct to the consumer through their own OTT platforms or third parties,” BARC added.
Globally, TV rating is done by two agencies, namely Neilson and Kantar Media (owned by WPP), and India historically by TAM, a JV between these two companies, according to BARC. There are exceptions to this duopoly, namely France, Portugal and a few other countries.
Audience measurement data is the de facto currency for media industry, being widely used by all stakeholders for planning, pricing, selling and buying advertising inventory on the medium.
TV Rating is a complex exercise and involves capturing time stamped, channel viewership within a demographically tailored sample of 25,000 homes and then statistically extrapolating that data to calculate the actual viewership amongst the 154 million TV households in India.
As a penultimate step in this process, the viewership by channel on a time stamped basis is converted to actual programming, promo or TVC spot based on the play-out monitoring report that PFT will supply to BARC.