TAM doesn't bid to be BARC's technology vendor

FP Staff December 21, 2014 04:26:31 IST
TAM doesn't bid to be BARC's technology vendor

The current sole television audience measurement agency in India, TAM, has not bid to be one of the service vendors to provide technology for the Broadcast Audience Research Council, or BARC, Firstpost understands, contrary to areport this morning that TAM had failed to get shortlisted. Read report here.

TAM doesnt bid to be BARCs technology vendorThe BARC has shortlisted five bidders for the technology part of the new television ratings system it aims to setup by mid 2014. The shortlisted companies are The Nielsen Company, Kantar Media, Civolution, Cross-tab and DA Media.Owned by WPP , UK based Kantar Media is one of the world's largest insight, information and consultancy networks. In April this year, Kantar Media secured a multi-year contract with DTH operator Tata Sky to measure the behaviour and viewing habits of Tata Sky's pay TV subscribers.

American company Nielsen was one of the first to start measuring television audiences in 1950. Nielsen measures and monitors what consumers watch (programming, advertising) and what consumers buy (categories, brands, products) on a global and local basis. It already has large-scale operations in India.

Civolution is a five year old Dutch company that is funded by VCs. Based on audio and video watermarking and fingerprinting technologies, it offers a range of products and solutions to help media content owners, rights holders and distributors to better protect, manage and monetize their assets, across digital cinema, TV, online delivery and broadcast.

The 13 year old US based market research outsourcing firm Cross-Tab is already present in India. In May, the firm announced that it would increase headcount to 2,000 from the then existing 600 people within three years, and also open its third office in the country. Cross-Tab provides a full range of market research and analytics solutions to global clients. It manages market research operations, data analytics and secondary research services.

DA Media is a Finnish company that operates largely in the European market.

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