Kantar and VTION Launch OTT Audience Measure in India

Kantar has partnered with media consumption measurement specialist VTION, to roll out what the companies are calling 'India's first continuous OTT audience measurement solution'.

The joint offering combines Kantar's expertise in media measurement and consumer insights with VTION's proprietary audience measurement technology and data management framework. Potential uses include communication planning as well as assessment of ROI for media investments across OTT video platforms, OTT audio streaming and podcasting and broadcast radio FM platforms. VTION founder and CEO Manoj Dawane says the deal will significantly enhance consumer understanding and add a new layer of intelligence for the industry.

Kantar Insights Division MD Hemant Mehta adds: 'OTT platforms have broken the shackles of linear broadcasting and are changing consumers' entertainment and media consumption habits. With the launch of the OTT Audience Measurement solution, we hope to provide rich insights into audience profiles, their content, and platform preferences as well as give guidelines for communication planning and activation. We are confident that our partnership with VTION will bring immense value for all the constituents of the industry - content creators, platforms, brand owners and media planners'.

Web sites: www.kantar.com and www.vtion.in .