Magna Systems sets gold standard in audience measurement
Seeking the very latest in watermarking technology to underpin one of the world ’ s largest audience measurement platforms , the Indian Broadcast Research Council ( BARC ) chose the TV meter system of Médiamétrie , the audience measurement and survey company for television , radio , cinema and the Internet .
Underpinning the Médiamétrie system is the Kantar Media watermarking technology solution , which systems integrator Magna Systems recently supplied , installed and configured for a number of leading South-east Asian content providers running channels in India . The solution is enabled through the use of Kantar Media watermarking technology cards placed in Axon chassis at each broadcaster .
The audience management system , which has already been successfully deployed by Médiamétrie in multiple TV markets , relies on Kantar Media ’ s audio watermarking coding technology for automated content identification . It also integrates into Médiamétrie ’ s TV meter system for panellists ’ equipment and data processing , and is designed to provide broadcasters with a detailed analysis of their exposure to the public . This can be measured by the number of households tuning in to the programme , or the amount of time spent watching each piece of content .
Partho Dasgupta , CEO of BARC , explained : “ India has one of the largest TV audiences in the world , so it was critical for us to create an audience measurement system that is gold standard .
“ By leveraging Kantar Media and Médiamétrie ’ s expertise in audience tracking , technology and analytics , we can now
“ Because of the ever-increasing number of channels , delivery mechanisms and platforms both in real time or overthe-top , catch-up , audience measurement services must now , more than ever , be accurate and reliable .”
study viewers ’ TV habits in precise detail , enabling broadcasters and advertisers to implement efficient strategies to reach their target audience .”
BARC addresses a population of more than one billion , of which over 600 million have access to television in some form . According to BARC , this will be the first fully digital audience measurement system employed directly by the Indian broadcast industry , and is scheduled to commence operations towards the end of this year .
Kantar Media ’ s audio watermark is embedded in the TV ’ s sound track prior to broadcast . Upon airing , the content is identified by Médiamétrie ’ s TV meter in real time . In addition to granular measurement of the
— Patrick So , Director of Asia Operations , Magna Systems and Engineering
For effective audience measurement , the Indian Broadcast Research Council ( BARC ) chose the TV meter system of Médiamétrie , which is underpinned by the Kantar Media watermarking solution . Magna Systems recently supplied , installed and configured the Kantar Media watermarking solution for a number of leading South-east Asian content providers running channels in India . content being watched , the solution features support for catch-up TV , and provides crossplatform audience measurement . It will also enable mobile device measurement eventually , thus triggering the creation of new services and the reduction of operating costs .
In parallel , the same watermark infrastructure deployed by Indian broadcasters could be used to synchronise , with “ great accuracy ”, proprietary second-screen applications .
As the ways of watching TV content continue to grow and vary in a multi-screen , multi-platform environment , precise audience measurement not only gains greater importance , but has also become more complex , noted Patrick So , Magna Systems and Engineering ’ s director of Asia Operations .
So elaborated : “ Because of the everincreasing number of channels , delivery mechanisms and platforms both in real time or over-the-top ( OTT ) catch-up , audience measurement services must now , more than ever , be accurate and reliable . The audio watermarking we have installed for all the content providers is part of a powerful solution that provides accurate and reliable audience data .
“ It also allows BARC to help content providers not just plan better , but entertain more accurately and , critically , monetise their TV audiences and content offerings . Lastly , it helps to futureproof the content providers in the fast-changing world of television .”
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