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Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns
MUMBAI: Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.
With this partnership, TV networks offering geo-targeted split of its national channels, including their national and regional feeds will be monitored on a separate basis and will be listed across BARC India’s interfaces. This will help Amagi’s advertisers evaluate their national geo-targeted ad-campaigns on BARC India’s software and as a result will increase the credibility of the concept of geo-targeting advertising.
“Our partnership with the BARC India is a proof of the increasing ad spends of brands geo-targeting on TV. As competition becomes local, be it large brands or small regional brands all of them need to target specific region as their product has specific regional promotional needs. This will help marketers measure the ROI of their targeted TV campaigns and fine tune their media strategies. It will also be a great tool for our future customers to understand the large and varied audiences they can cater to using Amagi’s patented geo-targeting technology”, said Amagi Media Labs co-founder Baskar Subramanian.
As the industry’s authoritative voice on TV viewership data, BARC India’s association with Amagi will provide transparent and quality data on geo-targeted advertising, thus enhancing its offering to its own clients, and providing unprecedented insights into the viewership patterns of the diverse and heterogeneous Indian market.
“BARC India has always endeavored towards providing the media industry with cutting edge viewership and advertising data. Our tie up with Amagi in monitoring geo-targeted advertising is a big step in this direction. As more and more companies opt for geo-targeted advertising, the importance of this data is only growing. This partnership is an essential tool in providing the industry with data that will help them plan their campaigns with deeper insights,” said BARC India CEO Partho Dasgupta.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
