India:Now Dish TV opts to dish out channel reach data

It is taking transparency and openness to a totally different level. First it prised open the bundled channels that IndiaCast was offering and it started selling them to subscribers a la carte. Now, India's oldest DTH operator, Dish TV,with a subscriber base of nearly 12 million says that it is planning to open up crucial subscriber information to media agencies and advertisers. 
 
The DTH provider says it is looking at providing reach data of various channels on its platform every month to advertisers and media buyers from February 2014 onwards to enhance their understanding of how viewers are watching it. The data which is scheduled to be released in February will be for the month of January. 
 
“We have been approached by media planners and advertisers often to share our data to enable them to get a better handle on the performance of various channels and since this data is universe data and not based on a small sample, it could prove to be a very valuable addition to the existing published data for eg from TAM and or other rating agencies,” says Dish TV CEO RC Venkateish.http://www.casbaa.com/administrator/index.php?option=com_content