Television

DD gets watermarked

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MUMBAI: The pubcaster has finally got itself inked for ratings. Doordarshan?s 20 channels have got watermarked as per the Broadcast Audience Research Council (BARC) India?s standards for viewership ratings.



Doordarshan, which has been a founding member of the measurement council, took a while to get the channels watermarked. As per sources, the cost of watermarking a channel costs around Rs 20 lakh and the pubcaster has spent close to Rs 4.5 crore to get the technology on board.



The audience measurement company has already got on board 250 channels that have ordered for watermarking embedders. Half of this has already been installed.



The watermarking technology has been taken from Netherlands based Civolution and field testing of the meters is underway for homologating them to Indian conditions. As BARC India has consistently maintained, the meters have been assembled in India at a fraction of the cost of global suppliers.



Deals with 26 vendor partners such as Intel, Hansa, Mediametrie, Civolution, Markdata, Magic9Media across 12 processes have been finalised. It also claims that this is the largest such audience measurement system globally with cutting edge technology.



The government has laid down policy guidelines that prescribe a minimum of 20, 000 homes, which BARC India feels isn?t enough in the long run. It has also opted for the harder and tougher method of assembling systems from various vendors to offer a superior and cost effective output.

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