Star TV and China’s broadcast audience measurement company TVision have joined hands to offer more in-depth, precise statistics on the television audience in India. The joint venture, to become operational early next year, will complement the BARC data on Indian television audience measurement more comprehensively.
TVision has the reputation of being the only company to measure actual eyes on screen attention, providing advertisers, agencies, and television networks with the second-by-second data required to understand the effectiveness of television advertising and programming. Star TV is India’s leading sports broadcaster with the highest number of dedicated sports screens, which form Star Sports cluster.
The TVision-Star TV company will primarily focus on the Star Sports Cluster and Sony Pictures Network sports content broadcast data, states a report in the Indiantelevison.com.
“Usually the advertising spends accounts for 1.5-2% of the GDP no matter which country, but the GDP of India is growing quickly. On top of that the consumer is adapting to new formats like OTT very quickly,” says TVision CEO and co-founder Yan Liu, who believe that the broadcast market in India is still growing fast.
“In pretty much every market, as a Nielsen, Kantar IMRB and BARC India, they run TV rating service but for us, rating service is more like a quantity. It’s how many TVs tune in to that show. It is important, but let’s be honest, when we talk about TV, a lot of time we are not really watching the screen, we are doing something else. So the other part of the formula we think is audience attention. If you are a brand and spend money on the TV, ultimately you want to make sure that you have audience attention,” adds Liu, whose company wants to continue to invest in the Indian market.
He confirmed that the company’s service launch in India with Star TV is planned for early 2019.
Measuring tuning-ins to screens is just the half off the formula, says Liu while adding that it is also important to have details for the attention span for a particular content to offer a better perspective to the advertisers. The company with this advanced data plans to compliment what BARC is already offering in India. BARC can capture quantity and their attention index can be used side-by-side with the TV rating, he adds.
“In the US and Japan, the technology has grown from HD then 4K and 8K. What we found was that the higher quality of content leads to higher engagement of the show. So we think that this is a very big thing for big TV networks like Star TV that continues to push HD channels,” says Liu.
“For the live TV, 80% of the top rated shows are sports already in the US. So for the live TV, we definitely believe that sport is going to be the strongest genre. Brands will also benefit from the technology as they will get to engage with a highly attentive audience to make sure they are commercially effective,” he concludes.
The testing of the product has started with Star TV and overall there is no issue apart from some technical challenges like non-stable electricity. As the product is in testing the sample size is very small of just a couple of hundreds. The product will kick off by launching in Mumbai and New Delhi.