Kantar, Tata Sky partner for TV audience measurement

Kantar Media has secured a multi-year audience measurement contract in partnership with Tata Sky, one of India’s fastest growing DTH TV providers. The company will measure the behaviour and viewing habits of Tata Sky’s rapidly increasing number of pay TV subscribers.

The service, launching later this year, will take full advantage of Kantar Media’s return path data technology – RapidView – to collect complex audience data directly from set top boxes and provide insights into subscriber behaviours not easily captured elsewhere.

Kantar Media will have overall responsibility for setting up and operating the service and will be closely supported in the local market by IMRB, a market research agency providing panel recruitment and management services. Data will be collected from an opt-in panel chosen from Tata Sky’s subscriber base. An additional panel will be used to monitor those homes with HD televisions. Viewing data will be captured across all the ways in which Tata Sky customers are able to view TV (including live, time shift, on demand and interactive). Data from the service will be made available to Tata Sky using Infosys+, the leading edge TV analysis software platform developed by Kantar Media.

Nicola Bamford, Chief Content and Business Development Officer at Tata Sky said, “We are excited about launching this service in India in collaboration with Kantar Media and IMRB. The insights that will be available to us will help us to stay at the forefront of the Pay TV business in India.”

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