BARC ties up with Mediametrie for TV audience measurement

The Broadcast Audience Research Council (BARC), the joint industry body set up with the specific purpose of designing, commissioning, supervising and owning India's Television Audience Measurement System, announced the formal tie-up with Mediametrie of France for some key technology services and licensing for the proposed television audience measurement system. Mediametrie has been designing and developing their own TV metering systems for 15 years, said a press release.

One of the key reasons for the selection of Mediametrie as the technology partner is their understanding of watermarking technology in audience research which Mediametrie has developed and has been successfully using, BARC said.

Under the arrangement, Mediametrie will provide technological knowhow and licenses to BARC to use their TV metering system and also help BARC procure its own metering hardware.

Speaking about the same, Punit Goenka, Chairman, BARC, said, "I am delighted at this association with Mediametrie. Our technical committee and the management had scouted the global marketplace for suitable technology and we are happy with our choice. We will take a quantum jump in technology for audience measurement in the country with this."

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Benoit Cassaigne, Senior Vice President, Mediametrie, said, "We are very happy and proud of BARC's confidence in our solutions and expertise. We are thrilled to bring our know-how on such a TV market and share it with BARC; a company very similar to us in its DNA. We are sharing a lot already in term of philosophy and vision and I am sure we will go far together."