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BARC contracts Prime Focus to provide play-out monitoring service

MUMBAI: Broadcast Audience Research Council (BARC) has contracted Prime Focus Technologies (PFT), the technology subsidiary of Prime Focus Limited, to offer play-out monitoring service to power one of the world’s largest audience measurement programs.

PFT’s globally proven CLEAR Media ERP platform, bolstered with next generation content identification technology and digital services, will help automatically generate play-out monitoring reports on a daily basis.

PFT’s Play-out Monitoring Service will input reliable data in to BARC’s Audience Measurement System for monitoring content and promo. PFT will scan over 400 channels on a daily basis – a whopping 35 million hours of content annually.

“With PFT on board we are one step closer to our mission of indigenously building a television audience measurement system that is better than the best in the world. PFT’s world class technology, deep understanding of Indian broadcast and advertising industry and across the board relationships with broadcasters and advertisers as a neutral partner made them the perfect choice for this critical role,” stated BARC CEO Partho Dasgupta.

The company said that it will offer a robust play-out monitoring service which will check the actual telecast of each channel, capture the content at every point in time, and help link it back to the rating piece of the audience measurement system.

“It is a great honour to be selected by BARC, and we consider it equally a great responsibility towards the industry. India has one of the largest TV ecosystems in the world and the audience measurement system ought to be highly credible. We look forward to working with BARC to help build India’s very own, trusted rating service,” said PFT founder and CEO Ramki Sankaranarayanan.

India has 154 million TV households, making it the third largest TV market in the world, next only to China and the US. This will be the first fully digital play broadcast industry and is scheduled to commence operations in October 2014.

Earlier, BARC had chosen the TV meter system of Médiamétrie, the audience measurement and survey firm for television, radio, cinema and the internet, to build the technology framework for audience measurement solution for BARC.

BARC has contracted Civolution, the leading provider of technology and solutions for identifying, managing and monetising content, to provide its watermarking technology to underpin one of the world’s largest audience measurement platforms.