Broadcast Audience Research Council (BARC) proposes a phased roll out of its digital measurement service called EKAM. It is Sanskrit for One. A portfolio of products will be launched–Ekam Pulse, Ekam Beam, Ekam Stream, Ekam Ad Scan and Ekam Integra.

The first digital offering will be EKAM Pulse which will measure video ad campaigns.

EKAM Beam, the next product, will measure linear broadcast on a digital device. Linear broadcast is streaming of TV content on services like Jio TV. Similarly where TV content is available on a device other than TV set.

EKAM stream will measure non-linear and pure play digital content. N0n-linear broadcasts are offered on OTT platforms like Hotstar, Voot or Sony Liv. Here there is a library of TV content which can be viewed by a consumer at any time, not only when it airs on TV. Pure Play digital includes content on platforms like Netflix, YouTube or Facebook. It is not content created for telecast on TV.

EKAM Ad Scan will give an overview of digital ads in India. It will show where ad money is being spent and sectorwise contribution to ads.

EKAM Integra will give common robust, independent audience numbers and will provide accurate incremental reach figures.

BARC will integrate TV data and digital video data with single source panels.

It will be de-duplicated. De-duplication refers to the unique reach which can be achieved by combining multiple platforms. It eliminates duplicate viewers on multiple platforms. The final figure of reach is more reliable for advertisers.

Advertising planning is facilitated. An advertiser wishes to reach a niche audience. Such an advertiser can opt in for multiple platforms. An advertiser wants to reach a larger audience. He can study the overlap between platforms. He can add an additional platform to achieve video reach. It reduces advertising waste and spillage.