Dish TV, has announced that it is in the advanced stage of deploying return path data technology in its 'Hybrid Set Top Boxes'. Till date, Dish TV has deployed around 30 lakh hybrid set top boxes in the market. Upon implementation of the return path data technology, Dish TV will be able to gather real time data on viewing patterns of the customer across the country, informed a statement.
The D2H operator stated that this technology will be used by Dish TV for its own usage, to understand TV consumption patterns on its platform. It currently uses BARC data when it comes to acquiring channels.
Dish TV will also make this data available to marketing agencies and corporate houses which will enable them to judge the customer viewership choice and decide on the advertisement spend on the channels.