After setting up a robust TV viewership measurement system, BARC India is swiftly moving towards rollout of digital measurement system in the country. According to sources from the industry, the agency is also in talks with an Israeli company, which would help BARC India set up digital measurement system in the country.
It may be recalled that BARC India had in December 2015 called for Request for Interests (RFIs) for setting up digital measurement in the country. After receiving a great response from stakeholders, the agency had called for Request for Proposals (RFPs) in 2016.
BARC India is currently working on the Digital Proof of Concept (POC), which facilitates it to test different technologies, methodologies and potential capabilities of the shortlisted RFP measurement providers. This POC aims at helping BARC India better evaluate the best potential measurement provider that can help in delivering robust, transparent, currency level digital products to benefit the industry.
BARC India had earlier last year roped in Jamie Kenney as its Business Head- Digital.