BackBARC approves Mediametrie as partner for audience measurement
The official deal between the two entities is expected to take place early next week
Premium
New Delhi: The Broadcast Audience Research Council has approved Mediametrie, a French audience measurement company as its technology partner in a board meeting held on Saturday. However the official deal between the two entities is expected to take place early next week.
“The in-principle approval of the board has been given, however the deal between BARC and Mediametrie is yet to finalized," said an executive of the Broadcast Audience Research Council who declined to be named.
The deal is likely to be closed early next week, this executive added.
In its official statement, the council, an industry body tasked with introducing a new television audience measurement system, said, “The Board of BARC met today to decide on technology and the path ahead. There was unanimity in deciding on a leap in technology to be used in television measurement. The board approved the management and the technical and commercial committees to go ahead and finalize with a couple of international companies for this,"
The statement added that the approved team will be completing the pilots and start the deployment process soon.
“The board also decided on the funding mechanism and is encouraged by the response received from banks for funding the project," as per the statement.
In August, the council had shortlisted five media research agencies to advise it on the technology required to put in place for an accurate and reliable audience measurement system. The agencies were Kantar Media, Nielsen India, Civolution, Cross-Tab and DA Media.
The Broadcast Audience Research Council was formed in 2012 by the media industry with the specific purpose of nationwide audience research.
Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!
