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BARC all set to start ratings with audio watermarking technology

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BARC all set to start ratings with audio watermarking technology

The Board of Broadcast Audience Research Council (BARC) met recently to decide on technology and the path ahead. The Board was unanimous on a leap in technology to be used in television measurement and approved the management and the technical and commercial committees to finalise deals with a couple of international companies for this.

The team will be completing the pilots and will start deployments soon. The Board also decided on the funding mechanism and has received positive response from banks for funding the project.

It may be recalled that in August this year, BARC had shortlisted five bidders for this project, which included Kantar Media, Nielsen, Civolution, Cross-tab, and DA Media.

According to an industry source, BARC is all set to use the audio watermarking technology. This technology will help catch the frequency from different TV homes and provide data regarding who is watching what in a particular household. The first stage of measurement will involve more than 20,000 homes.

BARC will start the trial of meters in a couple of weeks and will fully play up by June 2014. The ratings will come out in August 2014.


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