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BARC to measure OOH TV viewership
MUMBAI: Advertisers are soon going to get a boost through outdoor TV measurement ratings. The Broadcast Audience Research Council (BARC) is going beyond traditional TV viewing metrics and has launched an out of home (OOH) TV viewership measurement service. It will now be able to report TV viewership that happens in social hot-spots like restaurants, pubs and bars in select cities.
This is a game changer for the industry as it uncovers a significant share of TV viewership that wasn’t being measured until now. The current OOH measurement service tracks viewing across 900+ establishments in Mumbai, Delhi and Bangalore, using 1500+ meters.
BARC India’s OOH measurement, which captures the growing trend of TV viewing outside homes, is a pre-subscribed service.
“With our commitment to measure ‘what India watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays- irrespective of screen or pipe. Measuring OOH viewing is another initiative towards this objective. The robust technology backbone we have set up allowed us to seamlessly measure out of home viewing. We will continue to offer more such path-breaking services that yields sharper insights to industry,” said BARC India CEO Partho Dasgupta.
Star has been the first network to subscribe to this service for the ongoing Indian Premiere League (IPL). Since sports is the most popular TV content outside of the house, especially in social gatherings, the addition will give a big thrust to Star for the tournament.
As per available data, OOH viewing generated a total of 19.4 million impressions for the first eight IPL matches in the three cities. This, if compared to BARC India’s currency panel in these markets, is an additional 10 per cent viewership. The OOH data is a sample study across Delhi, Mumbai and Bangalore. If a study was done for other similar cities one could expect to see a comparable lift in viewership.
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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.
