The company will measure the behaviour and viewing habits of Tata Sky’s pay TV subscribers. 

Launching later in the year, the service will use Kantar Media’s return path data technology – RapidView – to collect audience data directly from set top boxes and provide insights into subscriber behaviours. 

Kantar Media will have overall responsibility for setting up and operating the service and will be supported in the local market by Indian market research agency IMRB providing panel recruitment and management services.

Nicola Bamford, chief content and business development officer at Tata Sky said: “We are excited about launching this service in India in collaboration with Kantar Media and IMRB. The insights that will be available to us will help us to stay at the forefront of the Pay TV business in India.”