BARC India in talks with Israeli company for digital measurement

TV viewership measurement company would help them set up its digital measurement wing.

TV viewership measurement company, Broadcast Audience Research Council (BARC), India is moving fast on its digital measurement plans. According to industry insiders, BARC had called for Request for Interests (RFIs) in February 2015 and Request for Proposals (RFPs) in 2016. BARC is now in talks with an Israeli company that would help them set up its digital measurement wing.

The ratings agency is currently working on the digital Proof of Concept (POC), which will help it in testing different technologies, methodologies and potential capabilities of the shortlisted RFP measurement providers. This POC aims at helping BARC India better evaluate the best potential measurement provider that can help in delivering robust, transparent, currency level digital products to benefit the industry.

BARC India had last year appointed Jamie Kenney as its business head - digital, who was given the mandate to successfully set up the digital measurement system.