BARC has developed cost-effective meters priced at approximately Rs 6000, tailored to gather data from premium households, according to media reports.
BARC Chairman Shashi Sinha in a media interaction said that the current structure of BARC technology relies on individual ratings, requiring manual input, hence the BARC board has unanimously agreed that this approach needs to evolve.
In June 2019, BARC India launched PrimaVU which was aimed at measuring viewership from premium homes. Through “PrimaVU”, BARC India also introduced the industry first concept of “Viewing Minutes” which is basically the sum of all individuals watching an Event based on the time spent by them.
PrimaVU was a separate product and not part of the currency panel measurement which also caters to audience measurement solutions exclusively for premium homes.
According to Sinha, the technology will measure not only linear TV but also CTV.
