In a major development, BARC India has partnered with cable distribution company DEN Networks for measuring TV viewership using return path data (RPD) via its digital set top boxes (STBs). As part of this partnership, BARC India will fetch data from STBs of DEN Networks. DEN networks, will also use this data for subscriber management, packaging opportunities, and to drive advertising revenue on their in-house channels.
BARC India, will use a portion of DEN Networks subscriber base to augment its TV measurement service. The large pool of panel households will also help address the issue of panel home tampering. BARC India had recently upped its panel home size to 30,000. These RPD partnerships will enable BARC India to capture viewership from an exponentially larger panel. BARC India, which is looking at partnering with more cable and DTH operators for RPD, believes that this approach will allow expansion of panel households to over 150,000 in the near future.