BARC India partners Airtel Digital TV for robust ratings
Rebecca Hawkes
| 08 March 2018

BARC India has tied up with direct-to-home (DTH) operator Airtel Digital TV to bolster its return path TV audience measurement panel.

"This partnership will provide fillip to BARC India's plan of scaling up panel homes to multiples of the mandated 50,000," the broadcast audience measurement company said in a statement.

In October 2017, BARC India recruited multi system operator DEN Networks for measuring TV Viewership using return path data (RPD). By tying up with Airtel Digital TV, BARC India will add a significant DTH subscriber base to its proposed RPD panel - making its data more robust and to 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 Romil Ramgarhia, CBO, BARC India.

Sunil Taldar, CEO - DTH, Bharti Airtel added: "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".