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BARC to provide Indian viewership data to global clients via Eurodata TV

MUMBAI: BARC India has partnered Eurodata TV Worldwide, a subsidiary of French firm Médiamétrie, to offer the Indian television viewership data to its global clients.

Starting next month, Eurodata TV Worldwide will integrate the television audiences of BARC India into its services. With this partnership in place, Eurodata TV will provide daily data for its customers on programming, content and programme audiences in India by target group—producers, distributors, broadcasters, rights managers, sponsors, etc.

BARC India will continue to focus on measuring content consumption habits of Indian consumers and monetising it in the Indian market.

Partho“Most of the popular global formats are distributed in India and the Bollywood industry is growing beyond India,” said BARC India CEO Partho Dasgupta. “There is a lot of demand for Indian audience data globally and this tie-up will satisfy that demand. We are very happy to partner Eurodata TV as our reseller for the rest of world, which will help us grow in reach and popularity. I am certain that with the immense experience of Eurodata TV, the relationship will be mutually beneficial.”

Eurodata TV claims to cover over 100 countries and 6,300 channels in five continents.

The company said that the deal with BARC would enrich its international programme monitoring service, News On The Air (NoTa).

“Thanks to this agreement, Médiamétrie will offer its international customers a more in-depth analysis of the Indian television market, which is one of the leading markets in the world,” said Eurodata TV Worldwide executive director Laurent Battais. “BARC will be able to benefit from our international sales force and offer the Indian market visibility in five continents.”

For the record, India represents a strategic territory for the international audiovisual market stakeholders, thanks to a population of 120 crore (1.2 billion) with an average age of 27 years, economic dynamism (third-highest GDP in the world, 7.2% growth in 2014), and the size of its television market with 153.5 million TV households in 2014.