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‘The BARC contract is an exciting challenge for us’
French audience research company Médiamétrie has been mandated to provide technology services to Broadcast Audience Research Council (BARC). As technology partner, Médiamétrie will deploy its tried and tested audio watermarking technology for BARC.
Médiamétrie executive director of audience measurement Benoit Cassagne, who was in Mumbai to formally announce the partnership with BARC, spoke to TelevisionPost.com about the deal and the global scenario.
What does this contract entail?
Médiamétrie will provide technological know-how and licences to BARC to use their TV metering system and also help BARC to procure its own metering hardware. We will start transferring the technology know-how after 12 months.
When will the work on the contract begin?
We will start working on the contract from Tuesday. We will have two people who will spend a lot of time in India. Besides, there will be a team of engineers who will work from Paris. In the next 12 months, we will make multiple trips between Paris and Mumbai.
Any specific reasons for signing a six-year deal?
We need one year to deploy the software for the measurement system. The evolution of the technology, the licence and related matters will require a five-year investment.
Where does the Indian market fit into your overall scheme of things?
We feel India is an important market. The BARC contract is an exciting challenge for us. It will help us create new benchmarks.
Now that you have got a big contract with BARC, any other plans for the Indian market?
This is our first step and we want to succeed with the BARC project first. We feel it’s a great opportunity to work with BARC. First we want to accomplish this task. We will decide on future expansion plans later. We plan to go step by step.
How is Médiamétrie placed globally?
Nielsen, Kantar, GfK and Ipsos are big companies that also provide a host of other services like market research and surveys, apart from media research. If you look at it purely from media research point of view, then we are among the top five companies globally.
What’s the shareholding pattern of Médiamétrie?
We are a private company and we have three main stakeholders. Radio and television broadcasters hold 35 per cent each in Médiamétrie. The remaining 30 per cent is held by advertisers and media agencies.
What kind of revenue do you generate?
Médiamétrie has a total turnover of €80 million. 60–65 per cent of our revenues come from television rating service. We provide ratings for radio, video, cinema and the internet. We also do a lot of customised research on television audience.
How much do you invest in research and development?
We invest 10 per cent of our turnover every year in research and development. Research and development is important for us to undertake large-scale projects. We are not here to make profits. But we need profit to function smoothly and invest more in research and development.
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