BARC partners Airtel DTH for RPD

07 Mar,2018

By A Correspondent

 

BARC India has taken a big step towards using Return Path Data (RPD) for TV viewership measurement. BARC India has tied up Airtel Digital TV, Airtel’s DTH arm, for including its subscriber homes into the BARC India RPD Panel. This partnership will provide fillip to BARC India’s plan of scaling up panel homes to multiples of the mandated 50,000.

 

It may be noted that in October last year, BARC India had signed on multi system operator DEN Networks for measuring TV Viewership using RPD. By tying up with Airtel Digital TV, BARC India has successfully added a significant DTH subscriber base to its proposed RPD panel. BARC India will use a portion of Airtel Digital TV’s subscriber base to measure TV viewership via RPD.

 

Romil Ramgarhia

“Our partnership with Airtel Digital TV will strengthen our RPD rollout plan. Panel home expansion is absolutely critical for us considering the diversity in the country which is visible even in the way TV content is consumed. RPD, will give the industry a cost-effective way of expanding panel home size. The distribution platform owners too will benefit with RPD. It will give them a better understanding into what their subscribers are consuming on TV. This will help the industry at large,” said Romil Ramgarhia, CBO, BARC

 

 

Sunil Taldar

Added Sunil Taldar, CEO – DTH, Bharti Airtel: “We are pleased to partner BARC India and support their endeavour of compiling robust TV viewership insights. A credible resource like this will benefit the entire ecosystem including content producers, marketers and help in enhancing the experience for customers.”

 

It may be recalled that on Monday, Dish TV had announced its decision to launch hybrid set-top boxes which will facilitated RPD. Tata Sky has already mandate WPP’s Kantar Media to research its RPD numbers.

 

 

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