Experts in the OTT industry feel that BAARC type common ratings of the digital content will help boost monetization. OTT is becoming the king of broadcasting as smartphone penetration is growing and data costs are coming down. But there is no regulation or measurement system.
The issues were raised at an IAA Conversations event called ‘Overview and Insights of OTT’. The list of speakers included Hotstar CEO Ajit Mohan and Dentsu Aegis Network chairman, CEO South Asia Ashish Bhasin. The session was moderated by BTVI COO Megha Tata.
According to Mohan, “You grade your own homework. In TV, the bar is high on transparency. If an ad is not fully viewed then it doesn’t count. Digital needs to keep the bar high.”
Bhasin added, “But the reality is that there isn’t a commonly accepted currency. One agreed upon standard currency is needed on which digital is transacted. Now BARC is talking about measuring digital. In TV, we are fortunate that there is BARC which is the currency that is agreed upon.”
According to Mohan, “You grade your own homework. In TV, the bar is high on transparency. If an ad is not fully viewed then it doesn’t count. Digital needs to keep the bar high.”
Bhasin added, “But the reality is that there isn’t a commonly accepted currency. One agreed upon standard currency is needed on which digital is transacted. Now BARC is talking about measuring digital. In TV, we are fortunate that there is BARC which is the currency that is agreed upon.”
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