Multichannel broadcaster UKTV is joining the board of BARB, the company which compiles the UK’s official viewing figures.
The broadcaster, a joint venture between BBC Worldwide and Scripps Networks Interactive, operates ten channel brands including Dave, GOLD and W, as well on-demand platform UKTV Play.
BARB was established in 1981 under the governance of three companies: BBC, IPA (Institute of Practitioners in Advertising) and ITV, with the ownership structure subsequently modified in 1999 with the arrival of Channel 4, Channel 5 and Sky.
The company reports viewing up to four weeks after linear broadcast for over 330 channels, as well as for non-linear programmes and dynamically inserted advertising. This information is vital for judging the performance of programmes, channels and advertising campaigns.
Nigel Sharrocks, Chairman of BARB, said: “For 35 years BARB has been delivering gold standard audience measurement for the industry that owns us. An independent currency is paramount for programme makers and advertisers to justify return on their investments.
“BARB can deliver this because the breadth of the industry is represented on our board. We’re delighted to welcome UKTV and look forward to its contribution to our service development.
Darren Childs, Chief Executive of UKTV, added: “The television industry is is going through an unprecedented change and robust audience measurement has never been more important.
“We are looking forward to working with the BARB board to ensure measurement remains fit for purpose and we all continue to benefit from a single currency in the VOD and OTT world.”
