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BARC highlights 7 key features of its rating software
MUMBAI: There are seven highlights of the new rating software, which the joint industry body has named BARC India Media Workstation (BMW).
In a bid to familiarise the industry with its rating software, the Broadcast Audience Research Council (BARC) has highlighted the ‘unique features’ that will ‘save’ subscribers a lot of time.
BMW promises to provide better media output with reduced man-hours, superior quality analysis, faster decision-making and sharper report generation.
BARC officials said that BMW has been designed after considering the feedback and comments of the stakeholders.
It stated that the current system (TAM) is slow for larger volumes of data and the selection process across analyses is linear. Besides, it does not come with a built-in optimiser and reports are restricted to numerical representation. Added to these is the high dependency on Excel.
BMW has been designed to address these challenges, in collaboration with leading Portuguese market research and audience measurement organisation Marktest Group’s Markdata. The system is already installed in 27 countries across four continents.
BMW’s seven key features
The seven key highlights of BMW are—customised reports, graphical representation, individual analysis, audience movement, built-in optimiser, targeted batch runs and ‘tele view’.
Tele view presents images, sound, graphics and audience values simultaneously, adding a new dimension to TV audience analysis.
The feature allows users to compare the video with the audience of each event. Under each video window, a user can identify the programme name, the audience of the programme and the audience of the minute that is being visualised. Thus, it is possible to compare the audience minute by minute with the audience of the programme and see ‘when’ and ‘how much’ the programme is losing or gaining.
Audience movement – This will make it easier for a user to track audience movement between channels, even at an interval of five minutes.
Customised reports – A user can save the runs as template and instantly generate reports. Incidentally, the reports can include TV programmes, spots, promos, and break performances all at once. The software is equipped to carry out complex analysis on its own and a user will not have to export the data to excel.
Graphical representation – This allows users to create their own graphical representation using different colours, charts, etc.
Individual analysis – The software can be used for deeper analysis by using the output of one report as input for another.
Built-in optimiser – BMW will come with a built-in planning and optimiser that will allow users to generate media plans based on predefined criteria including audiences, markets, strategy, etc.
A senior media agency executive who has tested the software said, “BARC has tried to provide a solution to all the issues and challenges that we had with TAM’s software in the past. However, we are here talking about a huge amount of data, with at least double the audience meters. So how smoothly it will run and if the system will keep its promises will become clear only after BARC launches it officially.”