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BARC conducts workshops for broadcasters on Watermark Technology

25-March-2014
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BARC conducts workshops for broadcasters on Watermark Technology

To enable deeper understanding of the watermark technology, the Broadcast Audience Research Council (BARC)conducted Technical Workshops countrywide for broadcast engineers from March 18 to 21, 2014. This helped in understanding the deployment of the future watermarked system at the broadcaster end.

The workshop was conducted by technical experts from BARC’s technical partners. Watermarking technology inserts a mark inaudible to the human ear into programmes. This mark contains the identification of the channel which broadcasts the programme and the regular broadcast timestamps. The meters installed in panellists’ homes can retrieve this information. This audio watermark is inaudible to viewers, and is compatible with both digital and analog broadcasting.

On successful completion of this workshop, ParthoDasgupta, Chief Executive Officer, BARC said, “It was a delight to see a massive and encouraging participation from 150+ broadcast personnel at the recently concluded Watermarking technical workshop by BARC. This technical workshop was successfully held at multiple locations in India. It gave a unique opportunity for the broadcasters to interact directly with the technology and service providers. The broadcasters have already started placing orders for the watermarking embedding technology required at their playout centres.”

As is known, BARC was set up in India in 2012 with the specific purpose of designing, commissioning, supervising and owning India’s Television Audience Measurement System. BARC is promoted by three apex joint industry bodies – Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI), representing the three key stakeholders in Television Audience Measurement – Broadcasters, Advertisers and Advertising & Media Agencies, respectively.

The three-way alliance will ensure that the sizable resources – financial as well as intellectual, required to undertake such a massive, continuously running initiative are made available within a robust, transparent and accountablegovernance framework.

 

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.