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Last Updated : May 15, 2019 05:03 PM IST | Source: Moneycontrol.com

BARC India joins hands with global counterparts for video audience measurement

The alliance comes at a time when newer technology is disrupting viewership habits.

Moneycontrol News @moneycontrolcom

India's television viewership measurement body Broadcast Audience Research Council (BARC) India has formed an alliance with its global counterparts in France, Canada, and Japan for video audience measurement.

BARC (India), Médiamétrie (France), Numeris (Canada) and Video Research (Japan) will collaborate on future audience measurement initiatives including the development of common technical standards and operational processes.

The four founding nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of $78 billion (15 percent of the worldwide total).

The Global Alliance for the Measurement of Media Audiences (GAMMA) aims to leverage the collective knowledge and sector expertise of each member to advance audience measurement solutions worldwide.

Brad Bedford, a veteran audience measurement executive, has been appointed Global Managing Director of GAMMA.

"There is an ever-increasing demand for cross device measurement internationally and the partnering of these audience measurement companies seeks to facilitate continued movement in that direction," he said.

Audience Measurement systems worldwide have been evolving to meet the emerging needs of the industry. Rapid advancements in technology are re-shaping both the distribution as well as the consumption of content.

The alliance comes at a time when newer technology is disrupting viewership habits.

"While each market behaves differently and has unique challenges, the single issue common to all audience measurement providers today is the ability to capture complete viewership, irrespective of screen. Innovation and collaboration remain the primary criteria and this expanded global relationship provides a major step towards that end," said Yuzuru Kato, President & CEO, Video Research Ltd.
First Published on May 15, 2019 05:02 pm
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