MUMBAI: Broadcast Audience Research Council (BARC) has contracted Prime Focus Technologies (PFT), the technology subsidiary of Prime Focus Limited, to offer play-out monitoring service to power one of the world’s largest audience measurement programs.
PFT to supported with next generation content identification technology and digital services, and ensure automatic generate play-out monitoring reports on a daily basis. PFT is a Globally Proven ERP Media Platform.
PFT’s Play Out Monitoring Service will Monitor Over 400 Channels on a daily basis-a monstrous 35 million hours of content annually. and will input reliable data to BARC’s Audience Measurement System.
BARC CEO Partho Dasgupta Says “With PFT on board we are one step closer to our mission of indigenously building a television audience measurement system that is better than the best in the world. PFT’s world class technology, deep understanding of Indian broadcast and advertising industry and across the board relationships with broadcasters and advertisers as a neutral partner made them the perfect choice for this critical role,”
The company said that it will offer a robust play-out monitoring service which will check the actual telecast of each channel, capture the content at every point in time, and help link it back to the rating piece of the audience measurement system.
“It is a great honour to be selected by BARC, and we consider it equally a great responsibility towards the industry. India has one of the largest TV ecosystems in the world and the audience measurement system ought to be highly credible. We look forward to working with BARC to help build India’s very own, trusted rating service,” said PFT founder and CEO Ramki Sankaranarayanan.
India is the Third Largest TV Market with 154 Million TV Households next to China and US. This will be the first fully digital play broadcast industry and is scheduled to commence operations in October This Year.