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News of the pay-TV and digital video markets in India topped the agenda as the second day of the CASBAA Convention 2017 in Macau.
BARC India has roped in Rohit Sarma as the business head for its TV business and Kumar Rao as the chief of measurement science. Both of them will be based out of BARC India’s Mumbai office.
BARC has moved a step closer to the launch of its digital measurement service EKAM with the appointment of Nielsen as its primary digital measurement partner.
CESP, a global multi-media body that audits media research, has certified the representativeness of BARC India’s panel. The certification further strengthens BARC’s credentials of capturing “What India Watches”, basis a truly representative TV panel.
After pulling out of BARC a week back and removing watermarking from their feeds, the English news channels affiliated to NBA have reversed their decision. The channels have reinserted the watermarking. What this means is that BARC will capture the ratings of these English news channels.
High drama has followed ever since Arnab Goswami launched Republic TV on 6 May. In a new round of hyper action, English news channels affiliated to the NBA have pulled out of BARC and also removed watermarking from their feeds after the TV ratings agency released the weekly viewership data on Thursday.
Working towards its goal of integrating TV and digital measurement, BARC unveiled the phased roll-out of its digital measurement service.
Rural India now has 17% more TV homes than urban India, indicating that FTA channels have scope to expand ad revenue. Even Doordarshan’s DTH platform Freedish has scope to grow. The no. of TV homes in India has grown 19% to 183 mn. While rural India has 99 mn TV households, urban India has 84 mn TV-owning homes.
Several trends emerged even as BARC data continued to impact the genre. Tiering of audiences intensified with broadcasters making the push towards premium channels. Shows were aired closer to their US airdate and there was a focus on movie premieres.