MUMBAI: Leading direct to home (DTH) operator Dish TV has said that it is in the advanced stage of deploying return path data (RPD) technology in its hybrid set top boxes (STBs).

Till date, Dish TV has deployed around 3 million Hybrid STBs in the market. Upon implementation of the RPD 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, Broadcasters Audience Research Council (BARC) data is the measurement matrix for acquiring channelís for the DTH platform. The data which 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.

Earlier, multi system operator (MSO) DEN Networks had partnered BARC to provide RPD via STBs. As part of this partnership, BARC India will fetch data from STBs of DEN Networks. DEN networks, will also use this data for subscriber management, packaging opportunities and to drive advertising revenue on their in-house channels.

BARC India, will use a portion of DEN Networks subscriber base to augment its TV measurement service. The large pool of panel households will also help address the issue of panel home tampering.