Campaign India Team
Jun 04, 2014

BARC selects Prime Focus Technologies for play-out monitoring service

PFT will scan over 400 channels on a daily basis for monitoring content, promos and TVCs across channels.

BARC selects Prime Focus Technologies for play-out monitoring service
Prime Focus Technologies (PFT), the technology subsidiary of Prime Focus Limited has announced that the Broadcast Audience Research Council (BARC) has contracted it to offer play-out monitoring service. The service will input reliable data in to BARC’s audience measurement System for monitoring content, promos and TVCs across channels. It will scan over 400 channels on a daily basis, about 35 million hours of content annually.
 
“It is a great honor to be selected by BARC, and we consider it equally a great responsibility towards the industry,” said Ramki Sankaranarayanan, founder & CEO, Prime Focus Technologies, adding, “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.”
 
“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,” said Partho Dasgupta, CEO, BARC. “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.”
 
Source:
Campaign India

Related Articles

Just Published

8 hours ago

BC Web Wise and MediaDonuts partner to offer ...

MediaDonuts is headquartered in Singapore with offices in 10 countries around the world including India

11 hours ago

For Unilever, pandemic provides new purpose for ...

Over 126 years after William Lever founded the soap brand to aid Cholera-ravaged England, Lifebuoy is returning to its roots as it becomes a billion-Euro brand and mounts a global expansion

11 hours ago

Grey area: Sudhir Nair, founder and CEO, 21N78E ...

Ex-Grey ad folk reminisce about their time at the agency with Grey Group set to fold into AKQA

11 hours ago

Instagram adds updates to branded content capabilities

To help increase transparency, the 'branded content' tag was launched on Reels on 20 November and will begin testing in Live in the 'coming weeks'