Media pros hope to vroom with BARC software

09 Feb,2015

The BMW or Bimmer, as it’s known, is known to be a gold standard in motorcars. And Broadcast Audience Research Council (BARC) CEO Partho Dasgupta wants the user interface – christened BARC Media Workstation or BMW, in short – to offer unmatched ease of use with all the data that’s relevant.

 

Last week, the BARC top brass went around Delhi, Chennai, Bengaluru and Mumbai to present the user software. And to those happy with the current software that’s available for TAM data, this was light years ahead.

 

We asked a cross-section of those who attend the roadshows in Delhi, Chennai and Mumbai and they were all very delighted with the offering. “The BMW is indeed like a switch from to a humble City to a Bimmer,” said one senior planner, not authorized to speak to the media.

 

What works in the initial reaction for BARC is that the people who actually work on the software believe it will ease their lives much. One senior user who no longer crunches numbers said the new software could well lead to some redundancy in media agencies and media departments in channels. But then hastened to add: “What it will do is take the drudgery off the data, and allow people to concentrate on the analysis, which is what matters.”

 

The unique feature of the interface is TeleView which allows access of data and video on a single screen. Tracking of audience movement between channels is also actively monitored. The interface offers customized reports with graphical representation that wasn’t hitherto available. The individual analyses, built-in optimizer plus targeted batch runs are said to be unique to the BMW.

 

What works in the initial reaction for BARC is that the people who actually work on the software believe it will ease their lives much. One senior user who no longer crunches numbers said the new software could well lead to some redundancy in media agencies and media departments in channels. But then hastened to add: “What it will do is take the drudgery off the data, and allow people to concentrate on the analysis, which is what matters.”

 

The software has been sourced from Markdata Solutions based in Lisbon, Portugal. BARC India has signed a licence agreement with Markdata, a company of the Portuguese Marktest Group, Portugal’s leading market research and audience measurement organisation. The agreement gives BARC the right to distribute the TV Markdata Solutions to their subscribers in India. Markdata has its systems installed in 26 countries.

 

Users meanwhile are keen on knowing whether all of the seven unique properties of the BMW will be part of the offering to all users or only those who cough up more. Also, while the overall response has been positive and given that the technology is tried-and-tested, the final verdict, the planners we spoke, could only be given once people get their hands on it.

 

Test drive time!

 

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