how-the-social-intelligence-startup-frrole-is-disrupting-indian-media-space-1-638Frrole, a social intelligence startup founded in 2012, counts Times Now, The Times of India, and MSN India among its clients. Like most social analytics companies, Frrole is trying to solve the ‘signal to noise’ dilemma – or, what is most important for a brand to be aware of among millions of tweets – but is approaching this issue in a more sophisticated way.

According to co-founder Nishith Sharma, while the majority of analytics products have become good at parsing through the statistical and linguistic ‘noise,’ Frrole has been able to go a step beyond with semantic and contextual analysis, breaking down each tweet into nouns, adjectives and verbs, and understanding the context around it.

For TV networks, Frrole has built flexible solutions to be able to accommodate their different needs. Frrole’s technology powered a live Twitter debate on Headlines Today, and Indian news channel, where the winner of the debate was determined based on an analysis of people’s reactions on Twitter. Read more