BARC India Plans EKAM Cross-Media Measurement Suite

TV audience rating body BARC India is rolling out a suite of digital measurement products called EKAM (Sanskrit for 'one'), to provide the industry with a single platform for measurement across TV and digital.

EKAM is designed to allow analysis and comparison of different platforms and their offerings, integrating data from a single-source panel, large TV and digital booster panels, census-level impressions and big data on digital advertising. Its products include: Pulse, for measurement of video ad campaigns; Beam, to measure linear broadcast that is viewed on a digital device; Stream, which will measure both non-linear and pure-play digital video content; Ad-Scan, to analyse where ad budget is being spent and which sectors produce more digital ads; and Integra, to provide independent audience numbers.

CEO Partho Dasgupta (pictured) says of the launch: 'As the brand name suggests, BARC India is working towards its goal of integrating TV and digital measurement. Our EKAM suite of products will be rolled out over the next 18-24 months, providing the industry with independent third-party measurement, verification of audience and eventually viewability of video ads and content'.

Web site: www.barcindia.co.in .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.