Mumbai, May 15 (IANS): Indian television audience measurement body Broadcast Audience Research Council (BARC) has joined forces with three international organisations to form GAMMA, which aims to chart a course for the future of video audience measurement.

BARC India has formed the Global Alliance for Measurement of Media Audiences (GAMMA) with Mediametrie (France), Numeris (Canada) and Video Research (Japan). They will align audience measurement operational processes and technical standards across the globe, according to a statement.

Brad Bedford, a veteran audience measurement executive, will lead GAMMA as Global Managing Director.

"There is an ever-increasing demand for cross device measurement internationally and the partnering of these audience measurement companies seeks to facilitate continued movement in that direction," said Bedford.

The participants intend to identify strategies and solutions that are more transparent and standardized. This will ensure greater efficiency, consistency and scope for audience measurement providers and their partners from this point forward.

"Audience measurement across the world needs to constantly innovate to keep pace with emerging trends. We at BARC India have always been open to learning from our global counterparts and this international alliance offers a tremendous platform to not only learn from our peers, but also to contribute," said Partho Dasgupta, CEO, BARC India.