MxMIndia

Tag: Partho Dasgupta

  • Vats takes charge from Punit Goenka, MD and CEO Zee Entertainment who completed his tenure as BARC India Chairman

    Sudhanshu Vats is new BARC Chairman

    By A Correspondent

     

    Sudhanshu Vats

    The BARC India Board has elected Sudhanshu Vats, Group CEO, Viacom 18 as its new Chairman. Vats takes charge from Punit Goenka, MD and CEO Zee Entertainment who completed his tenure as BARC India Chairman.

     

    Vats has been associated with BARC India since its inception and has been a part of all the developments as a member of the Board of Directors. “It is indeed an honour and a privilege to be elected as the Chairperson of BARC India. In a span of two years, BARC India has been able to build a strong TV viewership measurement system. I’m honoured to have been given the opportunity to take the work being done by the entire team to the next level. I feel privileged because this comes at a time when our industry is about to enter its next growth orbit and a robust, comprehensive measurement system will only accelerate this transition. Finally, measurement and analytics is an area of personal interest and I couldn’t have asked for a better way to learn more about it,” said Vats.

     

    “Being the Chairman of BARC India has been a great experience. It has been a great ride, and indeed an exciting one. We started off with certain ideologies of being transparent, robust and being able to measure “What India Watches”. The team at BARC India has been able to achieve this. We brought in a lot of changes in the TV viewership measurement system in order to make it comparable to global standards and to a great extent have been able to achieve that. I wish Sudhanshu all the best for all the future endeavours,” said Goenka.

     

    “We welcome Sudhanshu as our new Chairman. Being a veteran in the industry, Sudhanshu will bring in his larger perspective in the Media and Entertainment space. Punit has given the team the right thrust and the BARC team thanks him for his whole-hearted support” added Partho Dasgupta, CEO, BARC India

     

  • To provide Independent Strategic Consultancy to subscribers

    BARC India calls for RFPs from organisations

    By A Correspondent

     

    After building a strong TV Viewership measurement company in the country, BARC India has now called Request for Proposals (RFPs) from professional consultancy service providers who would provide strategic consultancy to BARC India subscribers. MIB guidelines prohibit BARC India from involving itself in any activity like consultancy or any such advisory role, which would lead to a potential conflict of interest with its main objective of TV ratings. However, many subscribers have been expressing their need for this service and hence reputed Data Insight consultants may provide this. This is also in line with global best practices where the ratings are being done by joint industry companies.

     

    With this, BARC India is seeking to build a small pool of approved consultancy companies, which will allow subscribers to choose their supplier and also help mitigate against potential conflicts of interest when dealing with potentially competing clients.

     

    While BARC India data will continue to be delivered directly to subscribers via the BARC India Media Workstation (BMW) analysis system, consultancy companies will be able to analyze this data using their own systems to generate consultancy outputs. However, these systems cannot be made available to subscribers as an alternative to BMW system.

     

    “BARC India being a joint industry company of broadcasters, media agencies and advertisers needs to remain independent and objective and hence cannot provide consultancy service to subscribers. However, after building a strong television audience measurement system in the country, we have now decided to grant licenses to select consultancy companies to provide analysis to our subscribers who are in need of professional consultancy service to effectively utilize and strategise with BARC India data,” said ParthoDasgupta, CEO, BARC India.

     

  • BARC India's association with Amagi will provide transparent and quality data on geo-targeted advertising

    Amagi partners BARC to monitor geo-targeted ads

    By A Correspondent

     

    Amagi Media Labs has entered into a partnership with BARC India that will help advertisers monitor geo–targeted ad-campaigns of brands across TV channels.

     

    With this partnership,TV networks offering geo-targeted split of its national channels, including their national and regional feeds will be monitored on a separate basis and will be listed across BARC India’s interfaces. This will help Amagi’s advertisers evaluate their national geo-targeted ad-campaigns on BARC India’s software and as a result will increase the credibility of the concept of geo-targeting advertising.

     

    “Our partnership with the BARC India is a proof of the increasing ad spends of brands geo-targeting on TV. As competition becomes local, be it large brands or small regional brands all of them need to target specific region as their product has specific regional promotional needs.This will help marketers measure the ROI of their targeted TV campaigns and fine tune their media strategies. It will also be a great tool for our future customers to understand the large and varied audiences they can cater to using Amagi’s patented geo-targeting technology”, said,Baskar Subramanian, Co-founder, Amagi Media Labs.

     

    As the industry’s authoritative voice on TV viewership data, BARC India’s association with Amagi will provide transparent and quality data on geo-targeted advertising, thus enhancing its offering to its own clients, and providing unprecedented insights into the viewership patterns of the diverse and heterogeneous Indian market.

     

    “BARC India has always endeavoured towards providing the media industry with cutting edge viewership and advertising data. Our tie up with Amagiin monitoring geo-targeted advertising is a big step in this direction.As more and more companiesopt for geo-targeted advertising, the importance of this data is only growing. This partnership is an essential tool in providing the industry with data that will help them plan their campaigns with deeper insights,” said Partho Dasgupta, Chief Executive Officer, BARC India.

     

  • These acts of the suspects are a cause of concern to BARC India and the Broadcasting community in the Kerala market and are causing financial loss and loss of reputation

    BARC & Kerala TV Fed file complaint on attempts to tamper

    By A Correspondent

     

    BARC India and the Kerala TV Federation (KTF) together have filed a police complaint with the Director General of Kerala police. The case was filed after BARC India’s vigilance team received constant complaints regarding attempts to retrieve addresses of BARC India panel homes and influencing them. KTF is a trade body representing Malayalam channels in Kerala.

     

    The complaint was filed with BARC India vigilance team’s gathered conclusive evidence of more than one effort to tamper with BARC India’s television viewership measurement system in favour of a couple of channels. Preliminary scrutiny by an on-ground vigilance team has confirmed that attempts have been made by some individuals to not only find out addresses of BARC India panel homes, but also to incentivise them and influence their viewership. The Kerala Police will investigate the matter further.

     

    Partho Dasgupta

    “TV industry trades on the currency released by BARC India and we understand how important every rating point is to the broadcaster. We have evidence of a couple of broadcasters trying to tamper with our panel homes to improve ratings. We have taken steps to quarantine the affected panel homes. While we have filed a complaint this time, we want the industry to be aware that going forward BARC India will stop publishing ratings for those channels found involved in such activities,” said Partho Dasgupta, CEO BARC India.

     

  • The move is a part of BARC India's plan of launching digital audience measurement in the country, notes a communique

    BARC hires digital biz head from Nielsen USA

    By A Correspondent

     

    Jamie Kenney

    BARC India has appointed Jamie Kenney as Business Head- Digital. The move is a part of BARC India’s plan of launching digital audience measurement in the country, notes a communiqué.

     

    A business management graduate from the University of South Florida, Kenney has been in digital measurement product rollouts from 18 countries spanning from New Zealand, Japan, China, India, Singapore and many more across Asia, EU, Latin and South America.

     

    In his last assignment with Nielsen in the US, he was responsible for strategic digital initiatives, new digital products and expansion, and global digital rollouts training technical client facing teams to support the rollouts on the ground in 10 countries around the world.

     

    Welcoming Kenney to the BARC India family, Partho Dasgupta, CEO, BARC India said: “After establishing the TV viewership measurement system in the country, we are now moving towards digital audience measurement. Through this, we aim at measuring all forms of online video including ads and content, which will finally culminate in cross media measurement. This is an evolving area worldwide with very few countries having a total solution that we are seeking to have. Jamie in his role will help take BARC India’s digital plans forward.”

     

    Kenney, who joined BARC earlier this month, will be based in Mumbai. “While the journey of digital measurement for BARC India is a long and challenging one, in my short time here, I have seen the importance and need for it,” said Kenney.

     

    “BARC India is working towards measuring the rapidly expanding digital space with the ever important TV component. Once we launch digital measurement, we will have delivered a cross platform solution that every major market that I have been to, is craving for,” added Kenney.

     

  • BMW is a specialised software application specially designed to analyse media and advertising audience results

    BARC makes Media Workstation (BMW) online certification test free

    By A Correspondent

     

    After having successfully launched BARC India Media Workstation (BMW) online certification test for the benefit of over 5,000 media professionals on the BMW platform, BARC India has now decided to make the test free for all its BMW subscribers across broadcasters, media agencies and advertisers.

     

    BARC India had launched the test on July 20,, 2016, based on industry feedback on the need for a standardised testing and certification tool that would enable professionals as well as employers/organisations to evaluate their media proficiency.

     

    BMW is a specialised software application specially designed to analyse media and advertising audience results, and subscribers are regularly trained so that they may make productive use of the application.

     

    BMW online certification test was launched with an aim to provide a standard for skill measurement and certification of professionals engaged in TV viewership measurement, research & analytics, media planning and sales & marketing. By making the certification free, BARC India aims at attracting more media professionals to appear for the test.

     

    This free certification initiative for BARC India’s BMW subscribers will not only benefit BMW users by improving their employability quotient, but will also help an organization appraise the skill level of their employees with the help of a pan-industry measurement standard.

     

    Partho Dasgupta

    “We are pleased with the response we received from the industry when we launched the certification test. While the certification test was initially launched as a pay service, we have now made it free for all our subscribers. This has been done to encourage more professionals to take the test and benefit from it,” said Partho Dasgupta, CEO, BARC India.

     

  • Of the host of sessions, BARC India, the media measurement company in India will be hosting sessions on two trending topics at Zee MELT

    BARC India to host sessions at Zee MELT 2016

    By A Correspondent

     

    After a successful first edition of Zee MELT, Kyoorius is gearing for the second edition of the event. The two day event will be held on 26-27 August, 2016 at Pullman and Novotel, Aerocity, New Delhi.

     

    MELT 2016 is a festival of creativity and innovation at the convergence of advertising, digital, media, marketing and emerging technology. It will see a host of sessions, workshops, conferences, expo area and more across several parallel sessions for different audiences based on four pillars – Learning, Networking, Showcase and Celebration.

     

    Of the host of sessions, BARC India, the media measurement company in India will be hosting sessions on two trending topics: ‘Understanding Viewability In Today’s Digital Era’ and ‘Role of Big Data Sets In Driving Ad Effectiveness’.

     

    The session on ‘Understanding Viewability In Today’s Digital Era’ will focus on understanding the current global standard metrics being used in digital measurement with respect to Ad effectiveness, Ad viewability and Digital ROI. The speaker lineup includes: Brian Murphy, VP, Product Management, Integral Ad Science; Paul Goode, SVP, Strategic Partnerships, comScore; Guy Barbier, Business Lead of India, Moat and Partho Dasgupta, CEO, BARC India.

     

    The second session named ‘Role of Big Data Sets in Driving Ad Effectiveness’ will look at the new tool named ‘Big Data’ being used by broadcasters, agencies and advertisers to understand their audiences better. The session which will have Bjoern Kroog, Global Head POS Analytics and Integrated Market Intelligence, GfK; Sukanyya Misra, Senior Vice President, Mastercard Advisors Shared Services, India and Romil Ramgarhia, Chief Business Officer, BARC India, aims at understanding its importance in arriving at marketing decisions backed by big data.

     

    “While Ad Viewability and Big Data are currently the two most talked about topics, the understanding on them are still limited. Through the sessions, we are aiming at informing and educating audiences on their importance and also give a world view,” said Partho Dasgupta, CEO, BARC India.

     

  • The BMW Online Certification will provide a standard for skill measurement and certification of professionals engaged in TV viewership measurement

    BARC launches online certification for its measurement tool

    By A Correspondent

     

    BARC India has launched the BARC India Media Workstation (BMW) Online Certification starting July 20.

     

    The BMW Online Certification will provide a standard for skill measurement and certification of professionals engaged in TV viewership measurement, research and analytics, media planning and sales & marketing, as well as students keen to pursue a career in these fields.

     

    BMW (short for BARC Media Workstation) is a specialised software application specially designed to analyse media and advertising audience results, and subscribers are regularly trained so that they may make productive use of the application. BARC India now encourages BMW users to add the benefits of certification to their profile.

     

    Partho Dasgupta

    “The certification programme will not only benefit BMW users  by improving their employability quotient, but will also help an organisation appraise the skill level of their employees with the help of a pan-industry measurement standard. Students of media and Marketing courses would also benefit by taking these courses and be market-ready” said Partho Dasgupta, CEO BARC India.

     

  • After telecom minister’s statement, security tightened for CEO Partho Dasgupta

    Z-plus security for BARC boss

    By A Conespondent

     

    Measurement is a thankless job. TAM CEO LV Krishnan ensured he built his endurance to the vagaries of the business by following a punishing fitness regiment. Last heard he could do 56 push-ups at one go. Now we have heard of some people having 56-inch chests, these many crunches is a bit much.

     

    But in the case of the BARC, things are different. The industry-constituted body has been acting tough with broadcasters. Homes are being monitored to check if broadcasters are influencing them to only watch certain channels. Erring channels are also being warned to behave or else.

     

    Now, media in this country is controlled by all sorts of people. By gentlemen and ladies, and by the not-so-gentle people too. Reportedly at some of the meetings, the BARC CEO has been threatened of crazy consequences.

     

    And now with a minister also questioning the BARC measurement system regime, it was felt that a Z-plus security may be appropriate.

     

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  • The government has no role in television audience measurement. If broadcasters and advertisers don’t have a problem, why should the government poke its nose?

    Government, leave BARC alone!

     

    By A Correspondent

     

    The all-important inauguration of FICCI-Frames 2016 on Wednesday was marred by a sweeping statement by telecom minister Ravi Shankar Prasad. Minister Prasad is known to have strong views on measurement in the past too.

     

    Understandable. He has been I&B Minister in the past, and coincidentally his sister Anuradha Prasad runs BAG Films which runs the channels News TV and E24.

     

    Prasad said he wasn’t happy with the performance of TAM in the past and the alternative right now.  We really don’t know why he said that. It’s not that people have not had issues with BARC data. People have had, and the BARC team has cleared the air, and also corrected things if and when needed. One can be sure that BARC Chairman Punit Goenka must have faced some opposition within the Zee group when his channels didn’t fare too well in the first weeks of data releasing. But did he delay the release of the numbers? He didn’t.

     

    Evidently the telecom minister doesn’t agree with the I&B minister who is reported to be happy with the performance of BARC.

     

    We asked BARC CEO Partho Dasgupta for a comment on the minister’s statement. And this is what he said:

     

    “We believe the Hon’ble Minister expressed a view on improvements and changes in TV audience measurement in India with the launch of BARC India’s services.

     

    BARC India strictly follows government guidelines on the matter. We have expanded the coverage – with a doubling of sample homes to 20000 within the first year of launch, and inclusion of rural India for the first time ever. We have plans for expanding the panel as per government guidelines too.

     

    We are a Joint Industry Body and the number of meters are guided by Industry’s affordability and statistical needs. The number is as agreed by all stakeholders of the industry. Industry has welcomed and accepted BARC India data’s robustness and fidelity.”

     

    Frankly, we don’t think BARC must toe the government line. That it is following the guidelines is a bonus. The government has no role in television audience measurement.  Remember, the measurement is done for the benefit of a channel’s content and business teams to understand its viewers and more importantly by advertisers and media agencies who invest loads of advertising $$$s. If the broadcasters and advertisers don’t have a problem, why should the government poke its nose?

     

  • The new terminology will not mean any change in the way television viewership is measured

    BARC gets media-neutral-ready. Rat’000 to be called Impressions’000

    Some eight months after it launched its TV Ratings service (on April 29, 2015, to be precise), the Broadcast Audience Research Council (BARC) has rechristened its popular viewership measurement metric Rat’000 as Impressions’000.

     

    Going forward (that’s with effect from today, Thursday, January 14 when data for Week1/2016 is released) the current Rat’000s will be referred to as Impressions ‘000s. “Users of BARC India data may note that the new terminology does not imply any change in the way television viewership is measured. Nor will the introduction of Impressions’000 have any impact on past data BARC India has released so far,” notes a communique. BARC India would also like to inform its subscribers that the metric Rat% will continue to be used as it is, and will see no change.

     

    The decision to usher under this new terminology in the new year has been taken to avoid confusion in the marketplace  and as BARC India gears up for its digital measurement initiative. “We are preparing for the future. When we get into digital measurement, viewership will be measured in Impressions and in order to maintain uniformity and avoid confusion we decided to rename Ratings ‘000s to Impressions ‘000s,” said Partho Dasgupta, CEO, BARC India.

     

  • Of the other key TV markets in India, 18 channels are of West Bengal and 17 of Maharashtra & Goa

    BARC’s watermarking technology achieves new milestone

    By A Correspondent

     

    Broadcast Audience Research Council (BARC) India has achieved a significant milestone within the very first year of its operations: the subscriber base of TV channels who have signed up for its Watermarking Technology has crossed the 400 mark. If one takes into account the various language feeds of channels, that number actually climbs to 457, as BARC India is watermarking 28 language feeds separately.

     

    BARC India started rolling out viewership data in end-April with 277 channels signing up for its Watermarking Technology: and in the short span of last 8 months, it has witnessed a rapid acceleration of broadcasters adopting the technology, which is the starting point for BARC India’s future-proof audience measurement system.

     

    The technology has been adopted by not just broadcasters with an all-India market, but also by regional broadcasters across the spectrum. Of the 429 channels that have adopted the watermarking technology, 195 are ‘All India’ channels and HSM (Hindi Speaking Market) channels.

     

    131 channels are from the South comprising markets of Tamil Nadu & Puducherry (42), Andhra Pradesh & Telangana (39), Karnataka (27) and Kerala (23).

     

    Of the other key TV markets in India, 18 channels are of West Bengal and 17 of Maharashtra & Goa.

     

    BARC India contracted Kantar Media’s team (previously part of Civolution) to supply the watermarking technology that underpins the world’s largest audience measurement system.

     

    “We are happy to have partnered with BARC India to deploy our watermarking technology. With so many new ways of distributing and consuming TV and video content, Kantar Media’s solutions enable BARC India to detect content wherever and whenever it’s consumed,” said Jean Michel Masson, Global Director of Watermarking Solutions, Kantar Media.

     

    Partho Dasgupta

    “We have been able to cross the 400 channel mark in a short span since our launch. This is an achievement and the team at BARC India has done a great job to achieve this target. I am thankful to Civolution and Cineom for their support and technology,” added Partho Dasgupta, CEO, BARC India.