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.”