'First' Indian Return Path Contract for Kantar Media

Kantar Media has won a multi-year contract to measure subscriber behaviour for Indian Direct to Home (DTH) TV provider Tata Sky. The service, launching later this year, is billed as the first Return Path Data audience research service in India.

Tata Sky Ltd. Is a joint venture between the TATA Group and STAR, offering pay television via satellite. The new measure will use Kantar Media's return path data technology, RapidView, to collect audience data directly from set-top boxes, and Indian-based IMRB will provide Kantar Media with panel recruitment and management services. An opt-in panel of Tata Sky subscribers will be supplemented by an additional panel for HDTV homes, and data will cover all viewing methods including live, time shift, on demand and interactive.

Nick Burfitt, Global Director for Return Path Data, Kantar Media Audiences, comments: 'Pay TV is showing incredible growth in India and Tata Sky is a leading company in this market. We are delighted to have been chosen to develop and deploy this ground-breaking service, the first of its kind in this important market.' The new partnership adds to Kantar Media deals struck since 2005 with set-top box operators in the USA, UK, South Africa, Australia and New Zealand.

Web sites are at www.kantarmedia.com , www.kantarmedia-audiences.com and www.tatasky.com .

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

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