As ‘walled gardens’ prevent data sharing, OTT players must rely on content, tech to win advertisers
Getty Images
Synopsis
Having an integrated database that lets marketers access all data across mediums in a standard format may be a pipe dream. But this hampers OTT platforms’ ambition to grow their AVoD offerings – falling behind Google and Facebook. If these platforms want to find success, they will have to scale up their tech capabilities and sharpen their content strategy.
Year 2017 was a better time for the Broadcast Audience Research Council (BARC). The television and advertising industry body, which measures TV viewership and reach, was spreading its wings into the digital medium and had begun rolling out a new initiative called EKAM. “We are happy to announce the launch of the EKAM, our digital offering,” BARC India’s then chief executive officer (CEO) Partho Dasgupta had said in a press release (April 2017).
NEW DELHI: A new study conducted by the Broadcast Audience Research Council (BARC) India which was released on Thursday said ownership of TV sets in rural India overtook growth in urban pockets, with rural TV penetration growing at 9% in comparison to a 4% growth in the urban parts.
BARC India’s ‘TV Universe Estimates 2020’ (TV UEs), says 210 million Indian households now own a TV set, which accounts for a 6.9% increase from 197 million in 2018. Simultaneously, the report said the number of people who watch TV also swelled by 6.7%, reaching 892 million from 836 million in 2018, an increase of 56 million individuals in 2020.
Women TV owners surged by 7%, beating the male population by one per cent, while the highest growth in numbers was in the “kids” category between the ages of 2 and 14, where TV viewership grew at 9%.
April 15, 2021
Number of TV-viewing individuals also increase
As many as 210 million Indian households now own a television set, which is a 6.9 per cent increase from the 197 million households who owned a TV set in 2018, according to data shared by BARC (Broadcast Audience Research Council) India.
The number of TV viewing individuals also increased 6.7 per cent, reaching 892 million, from 836 million in 2018, an increase of 57 million individuals in 2020. These were the findings from the ‘TV Universe Estimates 2020’ (TV UEs), which BARC India, along with the BARC Technical Committee (TechComm), announced on Thursday. TV UE 2020 has been developed by computing the linear growth of TV households and TV viewing individuals from Broadcast India (BI) Studies conducted in 2016 and 2018 at geographic and demographic levels.
Divya Dixit It is not just Indian cinema that is intensifying at Bharat s heartland for setting its tales in; digital platforms, too, are not far behind. Hindi hinterland stories have secured a subsequent place on OTT platforms that are constantly looking to engage their audience with different genres. Owing to the large viewership from tier two and tier three markets, OTT players need to gear up to tap extensively into the Bharat audience by creating content as per their viewer s desire. According to a Broadcast Audience Research Council (BARC) report, TV consumption in India grew by 38 percent compared to the pre-COVID period. Come to think about it, for ages, it was television that was the binding glue that brought families together, and that baton is slowly moving towards OTT. When the entire country is putting its best foot forward to overcome the pandemic, it is the shared viewing experience that is having both a unifying and an uplifting effect on the consumers moral
Sachin Vaze took Rs 30 lakhs from BARC India in TRP scam: ED adgully.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adgully.com Daily Mail and Mail on Sunday newspapers.