Civolution, a provider of technology and solutions for identifying, managing and monetising content, has announced that the Indian Broadcast Audience Research Council (BARC) has contracted it to provide its watermarking technology to underpin one of the world’s largest audience measurement platforms. This comes shortly after BARC chose the TV meter system of Médiamétrie, the audience measurement and survey company for television, radio, cinema and the Internet. The two companies will build the technology framework for audience measurement solution for BARC.
BARC addresses a population of over 1 billion, of which over 600 million have access to television in some form. This will be the first fully digital audience measurement system employed directly by the Indian broadcast industry and is scheduled to commence operations towards the end of this year.
The audience measurement system – which has already successfully been deployed by Médiamétrie in multiple TV markets – relies on Civolution’s audio watermarking coding technology for automated content identification and integrates seamlessly into Médiamétrie’s TV meter system for panellists’ equipment and panellists’ data processing. It provides broadcasters with a detailed analysis of their exposure to the public, whether by the number of households tuning in to the programme or the amount of time spent watching each piece of content.
“India has one of the largest TV audiences in the world so it was critical for us to create an audience measurement system that is gold standard,” said Partho Dasgupta, CEO, BARC. “By leveraging Civolution and Médiamétrie’s expertise in audience tracking, technology and analytics we can now study viewers’ TV habits in precise detail, enabling broadcasters and advertisers to implement efficient strategies to reach their target audience.”