Broadcasters can now track cable operators

By siliconindia   |   Thursday, 24 September 2009, 22:22 IST
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New Delhi: For the first time in 17 years since the launch of cable television in the country, broadcasters will now be able to track whether their channels (free or paid) are being shown by cable operators, regardless of their location. This wil be possible through the Customized Connectivity Tracking (ccTrack) tool, introduced by Audience Measurement and Analytics (aMap), an overnight TV measurement agency, reports Business Standard. The ccTrack device can be installed in the catchment area of a cable network (in any cable home with permission of the consumer). The device then collects data, as often as five times a day, in the form of images for all the frequencies (on which cable channels are transmitted) and the captured images are transferred online to the server through the general packet radio service (GPRS) connectivity thereby enabling the broadcasters real-time information on whether their channels are being shown by a cable operator servicing a particular locality. "Availability of channels across key towns and locations helps us get higher ratings. And ratings determine the advertising revenue of any channel. Therefore if we can track the connectivity and carriage of our channels across the country, it will be of immense help," said a Senior Executive working for a leading media house, requesting anonymity. Amit Varma, CEO, aMap says, "The ccTrack has greater utility for even the public service broadcaster Doordarshan as it is mandatory for cable operators to carry DD National and DD News on the prime band. ccTrack can easily track and enforce the carrying of DD channels by any authorized cable operator in the country," says Varma.