The Broadcast Audience Research Council (BARC) is in hectic preparations to meet its October 2014 launch date deadline.
BARC newsletter has announced that more than 250 channels have already ordered for Watermarking Embedders and about a half of them are already installed.
Field testing of the meters is underway for homologating them to Indian conditions. These meters are assembled in India and at a fraction of the cost of other global suppliers.
BARC India has closed deals with 26 vendor partners across 12 processes involved in the broadcast measurement system, who will contribute to the different moving parts of the system. Notable among them are Intel, Hansa, Mediametrie, Civolution, Markdata, Magic9Media. This will be the largest such audience measurement system globally with cutting edge technology. This requires serious technology and process handshakes all over and then testing. All this is currently underway.
India is a large country and the first 20,000 homes may not also be just enough in the long run. BARC opted for the harder and tougher way – of assembling systems and subsystems from several vendors to offer something superior and cost effective. They are moving rapidly and soon will start testing and validating the data from the system.
BARC has started seeding some boxes in homes across India which will transmit back the data to its servers which will be monitored and checked.
In a recent interview with exchange4media, Partho Dasgupta, CEO, BARC India had said, “Almost 75%+ of expenses are being incurred on technology, which is the heart of the entire system.”