BARC India partners with Médiamétrie's Eurodata TV

The partnership will offer Indian television viewership data to Eurodata TV's global clients.

Eurodata TV Worldwide, a leading international TV audience research and market intelligence company, will integrate the television audiences of BARC India into its services. The company says it covers more than 100 countries and 6,300 channels in five continents, and that the deal with BARC would enrich its international programme monitoring service News On The Air (NOTA).

The official statement reads: 'India represents a strategic territory for international audiovisual market stakeholders thanks to a population of 1.2 billion inhabitants, an average age of 27 years, its economic dynamism (third GDP in the world, 7.2 per cent of growth in 2014), and the size of its television market with 153.5 million households equipped with TVs as on March 2015'.

Partho Dasgupta, CEO of BARC India, says, "There is a lot of demand for Indian audience data, globally, and this tie-up will satisfy that demand. We are very happy to partner with Eurodata TV as our reseller for the rest of the world which will help us grow in reach and popularity. I am certain that, with the immense experience of Eurodata TV, the relationship will be mutually beneficial."

With this partnership, Eurodata TV will provide daily data (with a weekly reporting lag) for its customers on programming, content and programme audiences in India by target group: producers, distributors, broadcasters, rights managers, sponsors etc. For example, on September 18, 2015, 114 million Indians watched television between 7 pm and 11 pm. BARC will be able to compare the data for its television market with that from countries already covered by Eurodata.

"Thanks to this agreement, Médiamétrie will offer its international customers a more in-depth analysis of the Indian television market, which is one of the leading markets in the world," says Laurent Battais, executive director of Eurodata TV Worldwide, adding "BARC will be able to benefit from our international sales force and offer the Indian market visibility in five continents."