ITV

Tag: Partho Dasgupta

  • BARC partners Airtel Digital TV for return path data

    BARC partners Airtel Digital TV for return path data

    MUMBAI: Taking a big step towards using return path data (RPD) for TV viewership measurement, BARC India has tied up with Airtel Digital TV, Airtel’s DTH arm, for including its subscriber homes into the BARC India RPD panel. This partnership will provide a fillip to BARC India’s plan of scaling up panel homes to multiples of the mandated 50,000.

    RPD is used globally for collecting viewership data. However, BARC India’s plan to integrate it into the TV viewership currency is a global first. Random selection will be undertaken among the selected RPD homes to include them in the currency panel for the overall Airtel Digital TV universe share in the TV ecosystem.

    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 added a significant DTH subscriber base to its proposed RPD panel. It will use a portion of Airtel Digital TV’s subscriber base to measure TV viewership via RPD.

    The move will not only make BARC India data more robust but will also help address the issue of panel home tampering.

    “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 BARC India CBO Romil Ramgarhia.

    Bharti Airtel DTH CEO Sunil Taldar said, “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.”
     

  • Women contribute significantly to Hindi news viewership: BARC

    Women contribute significantly to Hindi news viewership: BARC

    MUMBAI:  The ongoing FICCI Frames 2018 saw a session titled ‘The Future of TV’ wherein Broadcast Audience Research Council (BARC) CEO Partho Dasgupta laid down numbers and research to indicate that the future of television is bright. Contrary to general perception, BARC research shows that women made a significant contribution to the Hindi news genre in 2017.

    During the time of demonetisation in 2016 and during week 45, the viewership ratings grew by 56 per cent with the overall 52 per cent male viewership and 62 per cent female viewership. Meanwhile, on 31 December when the news Rastra Ke Naam Sandesh was being aired, the viewership grew by 3.5 times.

    The viewership also grew by 3.2 times during the UP elections, whereas the Gujarat/Himachal Pradesh elections garnered fewer eyeballs. Dasgupta states that Hindi content rules television. Hindi general entertainment channels (GEC) had reached 499 million in a week in 2017. Hindi movies, music, news and kids among others garnered positions reaching up to 471 million, 319 million, 309 million and 255 million viewers each week respectively in 2017.

    The catch as to why Hindi content is highly watched is because viewers are dazzled by the lavish and ‘feel good’ settings. Mahasangams grab more eyeballs than marriages and jail tracks in GECs. Such topics boost viewership by 20 per cent over the previous one. Marriage and jail tracks lead to 13 per cent and 15 per cent hike in the ratings respectively.

    An interesting aspect was that total viewership during festival holidays saw higher spike in the Southern market while the Hindi market maintains stability. On public holidays, viewership shoots up in both regions.

    He also drove out misconceptions about who is responsible for the low depths low depths to which news TV in India has sunk. Journalists drive ratings with 25 per cent contribution, business heads or owners with 33 per cent and the viewers with 42 per cent. It clearly indicates that the viewers are the driving force for the decrease in viewership.

    Also Read :

    Broadcasters see positive future for TV in India

    M&E stakeholders need to collaborate for growth: Sudhanshu Vats

  • BTVI to now bring live budget updates on Hotstar

    BTVI to now bring live budget updates on Hotstar

    MUMBAI: At a time when OTT players are striving hard to build their content partnerships, Hotstar is adding a new pipeline of content to its news category. After Republic and ABP News, now BTVI is also live on Hotstar.

    BTVI will be giving all the Budget 2018 updates from today 8pm onwards.

    In May 2017, Republic joined hands with Hotstar to shape the future of news online. Republic TV claimed the partnership to be a stunning debut on Hotstar by crossing a million viewers within a day of its launch. Meanwhile, ABP has been live on Hotstar since October 2017.

    News as a genre is continuously spreading its wings. The ratio of watching news on television is on a whopping increase. In Indiantelevision.com’s 13th Indian Digital Operators Summit (IDOS 2017), Broadcast Audience Research Council (BARC) India CEO Partho Dasgupta sounded a positive note on the growth of news as a genre. He said, “Hindi news grew by 93 per cent in 2017 over week 41 of 2015,” which means the news content is being consumed more and more on television as well as online.

    Also Read:

    Hotstar is an important platform for us: ABP’s Avinash Pandey

    Republic TV claims  ‘stunning’ debut on Hotstar

    Hotstar announces partnership with awesomeness

  • Nakul Chopra is new BARC chairman

    Nakul Chopra is new BARC chairman

    MUMBAI: Nakul Chopra, currently president of Advertising Agencies Association of India (AAAI) and senior advisor of Publicis Communications, has been elected as the next chairman of BARC India. Chopra succeeds Viacom18 group CEO Sudhanshu Vats, who has completed his one-year tenure as chairman.

    Chopra will be the third chairman of BARC India. He joined the BARC India Board in September 2016 and since then has been an integral part of the various decisions taken by the Board.

    “BARC India has been very busy in the past one year, as it further consolidated its TV measurement business. 2017 has also been the year when groundwork was done for key future projects, and in the year ahead I am looking forward to oversee their implementation. Top on that list is the rollout of EKAM – our digital measurement products. Expansion of TV sample using Return Path Data will be the other big piece to watch out for. We are all thankful to Sudhanshu for his leadership over the past year and I very much look forward to working closely with Partho and his excellent team over the coming year,” said Nakul Chopra on being elected as BARC India Chairman.

    Under chairmanship of Vats, BARC India expanded its sample panel homes from 20,000 to 30,000. Under his tenure, BARC India also announced its partnership with multi-system operator DEN Networks for return path data and announced the digital measurement partner.

    “BARC is a bold, paradigm-changing initiative that has already started to redefine our industry. Since inception, BARC has tackled several challenges while several remain. Going forward, I would urge all stakeholders to continue to take cognizance of the pace of change in our sector and the urgent need for us to adapt. A few years out, the next generation of industry leaders needs to look back and admire our shared legacy. This means creating a future-ready, sustainable organization with each of us making some concessions for the greater good. I wish Nakul the very best as he takes on the reins of a hard-working, industry-critical operation in a fast-changing operating landscape,” said Vats.

    Vats has been on the board of BARC India since its inception and will continue in his capacity as a board member.

    Said BARC India CEO Partho Dasgupta, “I am thankful to Sudhanshu for his guidance and support to the team. Our focus now is to establish ourselves as an insights company. Nakul in his new role as BARC India chairman will be a great driving force in launching our digital-measurement products, expanding sample homes via RPD, and launching a suite of new products.”

  • Hotstar is an important platform for us: ABP’s Avinash Pandey

    Hotstar is an important platform for us: ABP’s Avinash Pandey

    MUMBAI: The days of tuning into the news channel at 7 pm in your living room are gone. Today’s consumers want news to come to them not vice versa. Taking note of this, ABP News bought a Hotstar ticket, which boasts of 10 million downloads on Android devices.

    ABP is the first Hindi news channel on the platform. New entrant Republic TV had secured a place in May this year.

    ABP COO Avinash Pandey feels it unwise to consider Hotstar as a media product. He rather gives it the title of a platform in itself. “The exponential growth in business happens when you move from product delivery to platform delivery. A platform becomes a dissemination medium when multiple people for multiple reasons converge. Hotstar is a promising and future-ready platform and it is important to be on such a destination,” he says.

    ABP shares its DNA with Star India since the channel was formerly called Star News – a partnership between ABP and Star from 2003 till Star decided to give up news for giving attention to entertainment in 2012. The synergy made a compelling case for both to unite.

    The deal benefits both parties. While ABP can reach a large audience on a trusted platform, Star can give value addition to its Hindi-speaking audience via ABP News. Let us not forget the increased traction that advertisers will get through it.

    At the 13th Indian Digital Operators Summit 2017, BARC India CEO Partho Dasgupta highlighted that the Hindi news genre grew by 93 per cent in week 41 of 207 over 2015. Pandey calls this growth as exponential, not progressive.

    “People want news as video rather than text and heavy consumption happens via mobiles and tablet due to lower data charges,” says Pandey. The channel is cooking up something as he says that this partnership is just ‘the tip of the iceberg’ and more should be expected.

    With the latest addition, Hotstar has live feeds of five channels – Fox News, Sky News, Asianet News, Republic TV and ABP news.

    As per the comScore report for April 2017, ABP News had 20.7 million viewers on mobile out of the total 200 million news population on digital. It had just 1.7 million views via desktop devices. The report also showed that people across ages, both male and female prefer mobile to desktop any day.

    Star India chairman and CEO Uday Shankar had earlier said, “Young India has embraced Hotstar. We believe that young, digital-savvy Indians are deeply interested in understanding their country and the world they live in.”

    Hotstar has managed to hook viewers to its entertaining content. Now can it manage to get them to spend more time watching news as well?

  • IDOS 2017: Television is growing and will continue to do so, says BARC’s Partho Dasgupta

    IDOS 2017: Television is growing and will continue to do so, says BARC’s Partho Dasgupta

    NEW DELHI: Broadcast Audience Research Council (BARC) India CEO Partho Dasgupta sounded a positive note at Indiantelevision.com’s 13th Indian Digital Operators Summit (IDOS 2017) in New Delhi’s The Lalit on 28 September 2017. Dasgupta stated that the video distribution ecosystem will have place for all types of DPOs – DTH, cable TV, OTT, terrestrial, free to air and even FTTH.

    “India’s cable TV operators have been pretty resilient over the years,” said he. “There is a lot potential for them to distribute video in India. TV has till now reached around 64 per cent of the Indian households. Thirty-six per cent is still left. A 100 million households are still not connected with TV. Even if 50 million more were to get connected, that’s a lot of potential for everyone. Multiple players and multiple digital formats will exist,” he said.

    He explained that India is one of the few countries where around 40 (television) channels are being added (as per MIB permissions) every year. “The launches are happening because there is potential in the market,” he said.

    He pointed out that TV viewership is seeing growth like never before. “It spurted by 25 per cent to 27.0 billion impressions in 2017, from 22.4 billion impressions in 2016,” he stated. “Even the daily average time spent (ATS) has grown by 16 per cent from three hours seven minutes in week 41 2015 to three hours thirty-seven minutes in week 36, 2017.”

    Dasgupta exclaimed that Doordarshan’s FreeDish is emerging as a potent force. “Free TV with 80 channels is being watched in rural areas. For them, the fact that some of the programmes are repeats does not matter because viewers are watching them for the first time.”

    He highlighted that there is a lot of excitement around flat TVs, HD TV, 4K TV, but the reality in the Indian marketplace is that 86 per cent of TVs are CRT (cathode ray tube) sets. “There is movement upwards expected in this area too,” he added.

    Dasgupta was of the view that the new millenials are watching some TV but they are also consuming video on their handheld devices. “However, OTT has some way to go because of bandwidth issues in India,” he pointed out. “Though the situation could change soon with dropping bandwidth prices and quality. And, we are getting ready with our measurement of multiscreen viewing which will include handheld devices.”

    He stated that future of television looks healthy, as almost every genre is showing growth in terms of viewership. “GEC has expanded 12 per cent since the beginning of the year,” he elaborated. “News and movies have also grown. Hindi movies grew by 60 per cent in 2017 over week 41 of 2015; Hindi news by a whopping 93 per cent in 2017 over week 41 of 2015.”

    For TV industry professionals, that should surely come as good news.

  • HUL, PKL, Paytm, Indian Accent & Oppo among Marquees award-winners

    MUMBAI: Minster of textile, information & broadcasting Smriti Irani, addressing a gathering of media, advertising and marketing industry stalwarts, said: “All I implore today to the industry stalwarts is that we now, in a systemic fashion, build a platform that takes care of those who need help, specially from the creative faction of the industry. I hope that, one day, on this stage, some of us will stand here to applaud an Indian media company that has made it at the global stage.”

    The Advertising Club (TAC) India hosted the inaugural edition of the unique ‘Marquee Awards’ in Mumbai. Presented by News18 India, powered by Colors and MTV and partnered by One India, the event was flagged off by Irani as the chief guest of honour.

    Hindustan Unilever won the coveted Green Marketer Award, which honors brands that have strived and conquered, by keeping a close focus on environment sustainability. The Special Award for “Conquering an impregnable fortress” was won by Bira 91. Pro Kabaddi League was recognised as the brand that “Traversed unchartered waters” and Paytm was recognized for “Riding on an emerging wave”.  Honda Motorcycle & Scooter was awarded for “Breathing new life into a category”, Indian Accent was recognized for “Creating a Global Impact” while Oppo was recognized for “Carving out a Niche” for themselves in a highly competitive category.

    Making a special mention of the ‘Global Impact’ category, Irani said,  “Having been a part of this journey, I have just one appeal this evening – while we sell dreams to the nation and world, there are many amongst us who wither away with the passage of time. We now build a platform that takes care of the creative faction so that the world does not accuse us selling dreams but living a lie.”

    The Advertising Club president Raj Nayak said, “Marquees 2017 has emerged as the gold standard in marketing awards. I thank the minister Smriti Irani for gracing the maiden edition of Marquees 2017.”

    Marquees 2017 chairman and BARC India CEO Partho Dasgupta said, “The debut edition of Marquees has set a new benchmark of excellence by recognising brands that have challenged the communication archetype in the industry, thus appealing to the evolved consumer of today. These awards through their differentiated scope, right from the jury panel to representation to categories, has ensured that they are a marketer’s dream.”

    A+E Networks | TV18 managing director and Network18 president Avinash Kaul said, “At News18 India, we identify with the spirit of celebrating brands that drive positive change. News18 India, as a brand, has also undergone a transformation after the rebranding exercise and the results are visible. This only re-affirms our association with Marquees which has today honoured path-breaking marketing campaigns that have inspired change.”

    S. No

    Category

    Winner

    1

    Durables

    LG ELECTRONICS

    2

    Auto: 4 Wheelers

    MARUTI SUZUKI

    3

    Auto: 2 Wheelers

    Royal Enfield

    5

    Food

    WAI WAI NOODLES (CG GLOBAL)

    5

    Banking

    HDFC BANK

    6

    Personal Care

    LIFEBUOY (HINDUSTAN UNILEVER)

    7

    Insurance

    LIC

    8

    Telecom Services

    BHARTI AIRTEL

    9

    Home Care

    VIM (HINDUSTAN UNILEVER)

    10

    E-Commerce

    AMAZON INDIA

    11

    Beverages

    FROOTI (PARLE AGRO)

    12

    Telecom Handset

    XIAOMI SMARTPHONES

    Special Categories

     

     

     

    1

    Breathing new life into a category

    HONDA MOTORCYCLE & SCOOTER

    2

    Creating a global Impact

    INDIAN ACCENT

    3

    Green Marketer

    HINDUSTAN LEVER

    4

    Riding on an emerging wave

    PAYTM

    5

     Carving out a niche

    OPPO

    6

    Reimagining for the better

    GOOD EARTH

    7

    Traversing unchartered waters

    PRO KABADDI LEAGUE

    8

    Conquering an impregnable fortress

    BIRA 91

    Also Read:

    Ad Club announces nomination list for ‘Marquees 2017’ 

    Minister Smriti Irani to be Marquees 2017 chief guest

    Marquees 2017: Ad club appoints HUL’s Sanjiv Mehta as jury chair

  • Ad Club announces nomination list for ‘Marquees 2017’

    MUMBAI: India’s foremost advertising community The Advertising Club has unveiled the much-awaited nomination list for the  coveted Marquees 2017. Presented by News18 India, powered by Colors and MTV and partnered by One India in its debut edition, Marquees 2017  nomination list includes thought leaders who have been category game changers and innovators.

    The awards have been adjudged by industry stalwarts that includes Harsh Goenka, Chairman – RPG Enterprises, Ronnie Screwvala, Co-Founder – UpGrad; Agnello Dias – Chairman and Co-Founder, Taproot India; Naveen Chopra –  Ex COO, Vodafone and Sr Advisor, TPG Capital; Dilip Cherian – Founding Partner, Perfect Relations and CVL Srinivas, CEO South Asia – GroupM. These stalwarts along with Sanjiv Mehta, ‎CEO and Managing Director, Hindustan Unilever Limited as jury chair.  

    The Advertising Club president Raj Nayak said “The diverse  jury panel has nominated path breaking marketeers who who each played an instrumental role in redefining benchmarks in their respective categories. The brands that have been nominated have been credited with curating campaigns that have facilitated social and behaviorial change.”

    Marquees 2017 chairman Partho Dasgupta said, “Marquees 2017 jury  has nominated marketeers and brands who have challenged the conventional communication paradigm. We would like to congratulate   the nominees for making it to the coveted list of the debut edition of the marquees, curated  after extensive deliberation  and discussion by the esteemed jury panel.”

    Marquees is set to be a grand affair bringing together thought leaders and industry veterans from Advertising, Marketing and Media Fraternity.  The awards endeavours to evaluate and recognize success of the brands by judging them basis not only just how they advertised across platforms, but also taking into account important factors like the pricing, distribution and purpose the brand served for the consumers at the end of the day.  

     

    Category

    S. NO

    Nominee

    1

    Banking

    1

    ICICI BANK

    2

    STATE BANK OF INDIA

    3

    AXIS BANK

    4

    HDFC BANK

    5

    PUNJAB NATIONAL BANK

    2

    Insurance

    1

    HDFC STANDARD LIFE

    2

    SBI LIFE INSURANCE

    3

    NEW INDIA INSURANCE

    4

    LIC

    5

    UNITED INDIA INSURANCE

    3

    Food

    1

    PARLE PRODUCTS

    2

    GOKUL AGRO

    3

    FORTUNE FOODS

    4

    WAI WAI NOODLES (CG GLOBAL)

    5

    EVEREST SPICES

    4

    Home Care

    1

    SURF (HINDUSTAN UNILEVER)

    2

    GOODKNIGHT (GODREJ CONSUMER PRODUCTS)

    3

    WHEEL (HINDUSTAN UNILEVER)

    4

    PATANJALI AYURVED

    5

     VIM (HINDUSTAN UNILEVER)

    5

    Durables

    1

    SAMSUNG ELECTRONICS

    2

    GODREJ

    3

    LG ELECTRONICS

    4

    VIDEOCON

    5

    HAIER

    6

    Beverages

    1

    TATA GLOBAL BEVERAGES

    2

    COCA COLA

    3

    FROOTI (PARLE AGRO)

    4

    BROOKE BOND (HINDUSTAN UNILEVER)

    5

    GLUCON D (KRAFT HEINZ)

    7

    Personal Care

    1

    CLINIC PLUS (HINDUSTAN UNILEVER)

    2

    COLGATE

    3

    NIHAR (MARICO)

    4

    LIFEBUOY (HINDUSTAN UNILEVER)

    5

    HEAD & SHOULDERS (PROCTOR & GAMBLE)

    8

    Telecom: Services

    1

    VODAFONE

    2

    RELIANCE JIO

    3

    IDEA CELLULAR

    4

    BHARTI AIRTEL

    5

    BSNL

    9

    AUTO: 4 Wheelers

    1

    HYUNDAI MOTOR

    2

    RENAULT

    3

    MARUTI SUZUKI

    4

    NISSAN MOTOR

    5

    TATA MOTORS

    10

    AUTO: 2 Wheelers

    1

    HERO MOTORCORP

    2

    HONDA MOTORCYCLE & SCOOTER

    3

    TVS MOTOR

    4

    BAJAJ AUTO

    5

    ROYAL ENFIELD

    11

    E-Commerce

    1

    PAYTM

    2

    MYNTRA

    3

    AMAZON INDIA

    4

    FLIPKART

    5

    EBAY INDIA

    12

    Telecom: Handset

    1

    SAMSUNG ELECTRONICS

    2

    VIVO SMARTPHONES

    3

    XIAOMI SMARTPHONES

    4

    OPPO

    5

    MICROMAX

     

    Category

    S. NO

    Nominee

    1

    Banking

    1

    ICICI BANK

    2

    STATE BANK OF INDIA

    3

    AXIS BANK

    4

    HDFC BANK

    5

    PUNJAB NATIONAL BANK

    2

    Insurance

    1

    HDFC STANDARD LIFE

    2

    SBI LIFE INSURANCE

    3

    NEW INDIA INSURANCE

    4

    LIC

    5

    UNITED INDIA INSURANCE

    3

    Food

    1

    PARLE PRODUCTS

    2

    GOKUL AGRO

    3

    FORTUNE FOODS

    4

    WAI WAI NOODLES (CG GLOBAL)

    5

    EVEREST SPICES

    4

    Home Care

    1

    SURF (HINDUSTAN UNILEVER)

    2

    GOODKNIGHT (GODREJ CONSUMER PRODUCTS)

    3

    WHEEL (HINDUSTAN UNILEVER)

    4

    PATANJALI AYURVED

    5

     VIM (HINDUSTAN UNILEVER)

    5

    Durables

    1

    SAMSUNG ELECTRONICS

    2

    GODREJ

    3

    LG ELECTRONICS

    4

    VIDEOCON

    5

    HAIER

    6

    Beverages

    1

    TATA GLOBAL BEVERAGES

    2

    COCA COLA

    3

    FROOTI (PARLE AGRO)

    4

    BROOKE BOND (HINDUSTAN UNILEVER)

    5

    GLUCON D (KRAFT HEINZ)

    7

    Personal Care

    1

    CLINIC PLUS (HINDUSTAN UNILEVER)

    2

    COLGATE

    3

    NIHAR (MARICO)

    4

    LIFEBUOY (HINDUSTAN UNILEVER)

    5

    HEAD & SHOULDERS (PROCTOR & GAMBLE)

    8

    Telecom: Services

    1

    VODAFONE

    2

    RELIANCE JIO

    3

    IDEA CELLULAR

    4

    BHARTI AIRTEL

    5

    BSNL

    9

    AUTO: 4 Wheelers

    1

    HYUNDAI MOTOR

    2

    RENAULT

    3

    MARUTI SUZUKI

    4

    NISSAN MOTOR

    5

    TATA MOTORS

    10

    AUTO: 2 Wheelers

    1

    HERO MOTORCORP

    2

    HONDA MOTORCYCLE & SCOOTER

    3

    TVS MOTOR

    4

    BAJAJ AUTO

    5

    ROYAL ENFIELD

    11

    E-Commerce

    1

    PAYTM

    2

    MYNTRA

    3

    AMAZON INDIA

    4

    FLIPKART

    5

    EBAY INDIA

    12

    Telecom: Handset

    1

    SAMSUNG ELECTRONICS

    2

    VIVO SMARTPHONES

    3

    XIAOMI SMARTPHONES

    4

    OPPO

    5

    MICROMAX

  • BARC India now a case study on TV audience data at IIM Calcutta

    MUMBAI: India’s one of the premier management institute IIM Calcutta has developed a a case study on the TV viewership system in India. The case study traces the history of Television Viewership Measurement, leading up to the setting up of Broadcast Audience Research Council (BARC) India.

    The case study is based on an in-depth research done by IIM Calcutta faculty team of professors — Prashant Mishra and Chandradeep (CD) Mitra, which included interviews with former BARC India chairman and ZEEL MD and CEO Punit Goenka, BARC India board member and GroupM CEO South Asia CVL Srinivas, Lodestar UM CEO Shashi Sinha, Marico MD & CEO Saugata Gupta, FCB Ulka Advertising Former ED & CEO Ambi Parameswaran, BARC India CEO Partho Dasgupta, and BARC India CBO Romil Ramgarhia, among other.

    The case study on BARC India is aimed at helping participants of various IIM Calcutta academic programmes, as well as students of other institutes, to hone their concepts learnt in marketing, media, organisational strategy & finance courses based on recent real–life developments in the Indian media industry.

    As a prelude to launch of the case study, BARC India CEO Partho Dasgupta (who is also an IIM Calcutta alumnus), participated in an open house session at the institute to analyse the case study. The discussion was attended by Prof Mishra, professor of marketing at IIM Calcutta; Prof. Chandradeep (CD) Mitra, visiting professor of marketing at IIM Calcutta and the 161 students who have enrolled for the course “Sports, Entertainment & Media Marketing” designed by Prof. Mitra.

    The case study will delve into the unique structure, financing model, state-of-the-art technologies and the multi-vendor construct of BARC India’s TV viewership measurement system, enabling it to become one of the most sophisticated and reliable TV measurement systems in the world.

    “Piloting a case study before its final publication is a format where the protagonist himself meets the students, and the interaction allows the case to be further refined before its final publication. This is an acceptable methodology globally and we are pleased to introduce the same in India,” said Prof. Mitra.

    Prof Mishra added, “BARC India’s success in designing and developing the meters is one of the finest examples of the ‘Make in India’ initiative and we’re extremely pleased to introduce a case on the company in our curriculum.”

    “I had a great time sharing BARC India’s journey with students of IIM Calcutta. Giving them insights about our genesis, our greatest challenges, how we overcame it and what the future holds for us was exciting,” said Partho Dasgupta.

  • BARC ropes in Nielsen, moves closer to digital measurement service launch

    MUMBAI: BARC India has taken another significant step towards launching its much awaited digital measurement service. After announcing that its products will be made available under the umbrella brand EKAM (Sanskrit for “One”), BARC India has appointed Nielsen India as its primary digital measurement partner. Nielsen will fuse its global experience with India-specific adaptations to meet unique needs of the Indian market.

    The process of identifying a digital measurement provider was kick-started with a RFI (Request for Information) sometime back, which was followed up with a Request for Proposal (RFP) from interested companies last year. A rigorous Proof of Concept (POC) testing was conducted with 3 shortlisted companies across 3-6 months following which Nielsen was selected on the strength of its demonstrated capabilities. BARC India’s digital products will be powered by Nielsen, which will help integrate the TV and Digital service eventually.

    The EKAM suite of products will enable comprehensive video measurement, i.e., all video (ads and content) played across TV and Digital platforms. BARC India will be rolling out its first EKAM product (Pulse) which will measure Video Ad Campaigns to enable daily evaluation and optimization opportunities on more impactful ROI metrics.

    With EKAM, the industry will be able to transact on a common currency with transparency. The EKAM range of products which will be launched in a phased manner, will also address the issue of viewability and ad fraud. BARC India’s offering will ensure consistency, comparability and enhanced ability to de-duplicate audiences across sites, platforms and devices.

    In order to meet the needs and challenges of digital measurement, BARC India has been guided by its Digital Technical Committee which has representation from all major players in the sector including Google, Facebook, Hotstar, Voot, Ditto, P&G, HUL, Group M, IPG and Omnicom Media Group. The model is more inclusive rather than exclusive as has happened in most parts of the world.

    “With large expected growth in Digital as well as increased local and global industry demand for robust TV+Digital measurement, it becomes essential that the country moves to a cohesive third party measurement system. With lack of common trusted and transactable Digital metrics, publishers and agencies use differently defined metrics and measures of success of the ad or content being placed on the platform. There is a need for uniformity where all sides of industry are in agreement on the right metrics, measures and definitions. Digital measurement methods are still evolving globally and BARC India is attempting a few things which are a global first,” said Partho Dasgupta, CEO, BARC India.

    “Most Indians who are getting online today, are using a mobile device to do so and, 92% of the smartphone users are using video streaming services. These consumers will drive digital ad spends of marketers in India, likely to get close to INR30,000 crore by 2020. Measuring this explosion and building a currency around this to understand the reach and ROI of the marketer’s most important future spend is an imperative. BARC India and Nielsen are on this journey, together,” said Steve Hasker, Global President and Chief Operating Officer, Nielsen.

    “Thinking of occasions when we have had an opportunity to be part of truly path-breaking measurement, this would rank amongst the best. Combining BARC India’s maverick vision and our expertise in digital measurement, we are helping build an advanced solution uniquely tailored for India,” added Prasun Basu, President – South Asia, Nielsen.