Dish TV's hybrid STBs will help it measure viewership through return path data

Dish TV has announced that it is in the advanced stages of deploying return path data technology in its hybrid set top boxes (STBs). To date, Dish TV has deployed around three million hybrid STBs in the market. On implementation of the return path data technology, Dish TV would be able to gather real time and accurate data on viewing patterns of the customer, across all the regions of the country.

Data collected through this technology will essentially be used by Dish TV for its own usage, to understand TV consumption patterns on its platform. Currently, BARC data is the measurement matrix for acquiring channels for the DTH platform. BARC is also working on the RPD technology with Den Networks and had earlier expressed interest in tying up with more distribution platforms to increase the sample through the subscriber base. The data that Dish TV will acquire through the return path will bring the clear picture about the real choice of the customers in various regions of the country.

Further, Dish TV will also make this data available to marketing agencies and also to large corporate houses, which will enable them to judge the customer viewership choice accurately and decide on the advertisement spend on the channels.

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