VTION’s current focus is media consumption measurement techniques and advertising marketplace for broadcast radio that brings together various stakeholders of the ecosystem

VTION, a Delhi-based media measurement and analytics startup, has raised US$280,000 through online startup investment platform AngelList India.

Rahul Khanna of Trifecta Capital, Rajeev Arora of Paramount Wheels, and Ram Ramsundar (ex-CEO of Electrolux and ex CFO of Pepsico) participated in the round. Several angels from Stockholm, Dubai and the US also joined the round.

VTION will use the fund for marketing in India, recruiting people, patent applications in select countries, and enhancing product road map into adjacent digital areas.

Launched in 2016 by Manoj Dawane and with Rajshree Dave, VITION is a media technology innovation firm aiming to solve key problems in the media-based ecosystem, focussing on measurement technologies and analytics. Its current focus is media consumption measurement techniques and advertising marketplace for broadcast radio that brings together various stakeholders of the ecosystem.

The key features of VTION are that it can analyse consumer behaviour and trends, analyse consumption patterns across demographics and geographies, create analytics views as per requirements, and filter data by broadcaster and streaming apps.

The company formally launched its product suite with an SDK/app combination, along with real-time analytics dashboard, in January 2018.

Dawane (CEO and Founder) said: “Broadcast radio and audio streaming are growing leaps and bounds in India. Both of these verticals are based on advertising revenue as primary contributor as of now. Hence there is a need to get fair estimates of audiences & listenership, such that advertisers can target their media plans and broadcasters can have sharper programming insights.”

“Measurement methods used for audience measurement of radio programmes use conventional methods of research like recall-based diaries. Usage of audio streams coming from music streaming apps are not currently measured by a third-party and are largely focused on downloads, MAU and DAU. VTION has a patent pending technology that can address these challenges for measuring audiences on radio and audio,” added Dawane.

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