Top Story


Home >> Media - TV >> Article

BARC India and DEN Networks join hands for RPD to boost TV viewership measurement

Font Size   16
BARC India and DEN Networks join hands for RPD to boost TV viewership measurement

TV viewership measurement in India is set to get a boost. In a major development, BARC India has partnered with cable distribution giant DEN Networks for measuring TV viewership using Return Path Data (RPD) via its digital set top boxes (STBs).

As part of this partnership, BARC India will fetch data from STBs of DEN Networks. DEN networks will also use this data for subscriber management, packaging opportunities and to drive advertising revenue on their in-house channels.

BARC India will use a portion of DEN Networks subscriber base to augment its TV measurement service. The large pool of panel households will also help address the issue of panel home tampering.  

BARC India had recently upped its panel home size to 30,000. These RPD partnerships will enable BARC India to capture viewership from an exponentially larger panel. 

“Collecting viewership data using RPD is a global practice. However, for BARC India it will be another global-first as we integrate this as part of the currency. Our partnership with DEN is the first step towards using RPD for TV viewership measurement,” said Romil Ramgarhia, CBO, BARC India.

BARC India, which is looking at partnering with more Cable and DTH operators for RPD, believes that this approach will allow expansion of panel households to over 150,000 in the near future.

“Currently most Cable/DTH operators in India do not have information on how their subscribers consume content. With more interactive services being launched, this will be a very valuable information for the platform owners. This partnership is a win-win for both and will benefit the larger ecosystem,” added Ramgarhia. 

SN Sharma, CEO, DEN Networks said, “Data gathering and analytics is becoming increasingly relevant in a vast and heterogeneous society like India. With this partnership, we have taken the first steps towards world class data analytics of subscriber viewing patterns which will help us to serve our customers in a far more effective way and enabling us to offer personalized services.”

Tags BARC India Den Networks Cable DTH TV viewership

Rishi Pratim Mukherjee finds his eternal peace at home on a typical weekend by reading his all time favourite books or simply switching off

Prashant Puri, Co-Founder and CEO of Adlift, talks about his journey from being the company’s co-founder to an investor and also tells us how automation will soon take the top spot in every marketer's list

Shikha Kapur, CMO- ‎Fox Star Studios, speaks on the evolution of digital marketing in the organisation

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

According to media reports, the new logo will not be very different from the existing one and the changes may not be very visible

Visual highlights from the seventh edition of IMPACT’s 50 Most Influential Women event held in Mumbai on Thursday 22nd March.

The FIR was filed by the police after BARC India’s vigilance team found out that the details of the households where BARC India’s BAR-O-Meters are installed were compromised