BARC forms global alliance for video views measurement

India’s television viewership measurement body has formed an alliance with its counterparts in France, Canada and Japan to chart the future of video audience measurement, a development that comes at a time when technological advances are disrupting viewership habits across the globe and television is facing serious competition from digital video services.

The Broadcast Audience Research Council (BARC) India has teamed up with Médiamétrie (France), Numeris (Canada) and Video Research (Japan) to form the Global Alliance for the Measurement of Media Audiences (GAMMA), which will work on audience measurement initiatives including the development of common technical standards and operational processes.