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BARC India launches PrimaVU to measure premium homes viewership patterns
MUMBAI: India’s sole TV viewership measurement company and the world’s largest audience measurement service, BARC India, today announced the launch of its new product “PrimaVU” which is aimed at measuring viewership from premium homes. Through “PrimaVU”, BARC India also introduces the industry first concept of “Viewing Minutes” which is basically sum of all individuals watching an Event basis the time spent by them. Also, PrimaVU is a separate product and not part of the currency panel measurement.
It is a product that caters to audience measurement solutions exclusively for premium homes. PrimaVU was launched by BARC India to meet the demands of the industry to measure what premium homes watch. There has been a demand from both broadcasters and advertisers to understand this segment and how to deliver advertising to them. In the past, very few attempts have been made to measure this exclusive set of consumers, and now with PrimaVU, this demand is being addressed.
The PrimaVU universe consists of the top 3 per cent of the socio-economic strata in the six megacities of the country. A household is defined as a premium home when it meets the following criteria set by the industry: they need to qualify as a NCCS A1 home, they must own a home with minimum three rooms as well as a kitchen, the home needs to have centralized or AC in 2 rooms, the household must own a laptop/desktop or smartphone/tablet, they must have a private car or own a 4-wheeler worth Rs 10 lakh or more and finally, they must have travelled to a premium holiday destinations.
Data insights & dashboard will be provisioned for PrimaVU subscribers who will have access to in-depth demographic & program level data as well as critical insights for the viewership trends of the economically affluent population of the country. The panel will currently measure TV viewership habits and will gradually move to capture viewership habits across devices. Agencies subscribing to PrimaVU will also be able to plan using a module in BMW.
“We are extremely pleased to be a thought leader once again with a product like PrimaVU. This product will not only help observe if the viewership patterns of premium homes are different from that of other homes but also provide in-depth insights into this unexplored world. The industry has been very patient and valuable with their suggestions for this product. It will allow the industry to qualify the untapped upmarket audience segment better and get a stronger fix on affluent viewers.” says BARC India CEO, Partho Dasgupta.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
