BARC close to final decision on measurement vendor

30 Sep,2013

By A Correspondent

 

The Indian media industry’s Broadcast Audience Research Council (BARC) is now close to the award of the contract of television viewership measurement in the country.

 

The BARC board met on Friday and a spokesperson issued a press release saying it was recognized that “BARC has the opportunity to change the paradigm and the solution should last for the next 15 to 20 years.”

 

Added the communiqué: “The Board agrees that there is a quantum jump in technology that is being envisaged. Considerable progress has been made in identifying suitable cutting edge technologies available for measurement of present and future Broadcast distribution platforms. The Board decided to authorize the BARC Technical Committee and the Management to initiate pilots with these solutions to assess the suitability in Indian conditions.”

 

It is learnt that BARC has asked three vendors to initiate these technology feasibility pilots, and one among these three will finally be awarded the contract.

 

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