Indian Direct to Home TV provider Tata Sky has entered into a multi-year audience measurement contract with France’s Kantar Media to measure the behaviour and viewing habits of Tata Sky’s pay TV subscribers.
The venture will be “closely supported” by market research agency IMRB in India. Viewing data will be captured across all the ways in which Tata Sky customers are able to view TV, including live, time shift, on demand and interactive. Data from the service will be made available to Tata Sky using Infosys+, the TV analysis software platform developed by Kantar Media.
“We are excited about launching this service in India in collaboration with Kantar Media and IMRB. The insights that will be available to us will help us to stay at the forefront of the Pay TV business in India,” said Nicola Bamford, Chief Content and Business Development Officer at Tata Sky said.
Nick Burfitt, Global Director for Return Path Data, Kantar Media Audiences, said: “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 service will provide real insights into the viewing habits of subscribers and we look forward to working with Tata Sky further as the service develops.”
Kantar Media currently partners similar initiatives already in Australia, New Zealand and South Africa.