Prime TV becomes first BARB-rated ethnic channel

by Trefor Moss, Media Week 15-Oct-07, 15:35

LONDON - Prime TV, the DAB channel targeting Asian viewers, is to move onto the BARB audience measurement system, making it the first ethnic channel to do so.

The move comes as MEMS TV, the sales house for multicultural television, begins to drive all its ethnic channels onto BARB.

Prime TV offers programming from India and South Asia, while MEMS TV claims millions of viewers across its 15 channels.

The switch onto BARB would allow advertisers and agencies to reach Asian consumers, according to Anthony Greenidge, sales and marketing director of MEMS TV.