The Broadcasters Audience Research Body contracts were initially due to run from 2002 to 2006 with options to extend to 2009.
The new extention means Barb and its contracters have more time to spend working on new technologies such as integrating equipment capable of measuring personal video recorders and generally being more flexible in the evolution of the service.
Survey-based market research company Ipsos UK is responsible for Barb's Establishment Survey, while television research company RSMB is responsible for sample design, calculation methodology and quality control. ATR UK, the worldwide television audience measurement firm, is responsible for metering, collection and processing Barb's data.
Bjarne Thelin, Barb's chief executive, said: "The current contractors and contract structure provide a sound framework within which to develop the system. This extension to 2009 allows us to work with them to plan for the television audience measurement systems of the future.
"We are already adding to the service with delivery of ratings against sponsored programmes, and will be shortly be issuing the results of our Lifestyle Insights survey. In the first half of 2005 we expect to start reporting PVR playback and we're progressing with investigations of techniques to expand the measurement of interactive services."
Barb was set up in 1981 to provide TV viewing measurement for the the UK. It is a not-for-profit company owned by BBC, ITV, Channel 4, Five, BSkyB and the Institute of Practitioners in Advertising.
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