Medialogic Pakistan (Pvt) Ltd, the national TV ratings provider has announced a partnership with Kantar Media to enhance the TV audience measurement service in Pakistan.
Medialogic will deploy Kantar Media’s Rapid Meter technology, phasing out the current DFM (Direct Frequency Measurement) technology supplied by GfK. First unveiled at the 2011 asi TV Symposium, the Rapid Meter has been developed for emerging markets embracing futureproof measurement technology to cope with the increasing number of digital channels. Viewing habits are collected through the meter and TV data is delivered overnight using the built-in modem and GPRS connectivity.
Medialogic introduced electronic overnight TV ratings data in Pakistan in 2007 with a panel covering three cities which has gradually been expanded to nine cities and 675 households. Adopting Kantar Media’s Rapid Meter enhances plans to expand the panel to over 20 cities and 1,100 households across the nation from 2014.
Salman Danish, CEO of Medialogic commented: “We are delighted to have Kantar Media on board as our technology partner. The company’s international footprint, proven technology and research expertise is evident. We are confident that this change of technology, coupled with our panel expansion, will ensure ever-robust, comprehensive TV data that assists informed decision making for Pakistan’s media industry.”
Keld Nielsen, Global Commercial Director, Kantar Media Audiences, commented: “The growing uptake of digital channels amongst broadcasters and consumers continues to demonstrate the health of the TV industry across the world. We are excited to be part of the evolving media landscape in Pakistan, acting as technology partner to Medialogic to enable the measurement of all channels to become a reality. Our commitment to ensure our technology meets the measurement challenges of both the present and the future will ensure that the TV Ratings currency continues to form the foundation of a burgeoning media industry in Pakistan.”
Medialogic will begin to deploy the new technology alongside panel expansion plans scheduled to be underway in early 2014.
About Medialogic Pakistan (Pvt) Ltd
Medialogic was set up in 2007 to address the data requirements of a burgeoning Television industry in Pakistan. Medialogic is the only overnight TV Ratings provider in the country. The initial panel covering three cities has been expanded over the years to its current scale where top nine cities are being covered. Medialogic is now undertaking significant expansion to expand the panel to 20 cities, enabling robust coverage of Pakistan’s Urban population. Medialogic data today forms the basis of media decisions taken by Broadcasters, Advertisers and Media Agencies across Pakistan.
About Kantar Media
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.
Here is news clipping from urdu daily Jang.
Rashid Nazir Ali
