The NBTC is set to use TV ratings information from London-based Kantar Media next year to complement Nielsen's data. PANUMAS SANGUANWONG
The National Broadcasting and Telecommunications Commission (NBTC) yesterday announced a plan to use information from London-based Kantar Media in a bid to improve accuracy of ratings and help develop the digital TV industry.
Kantar Media was appointed by the Media Research Development Association Thailand (MRDA) to implement a multiple TV ratings measurement, which will gather data from TVs, computers, mobiles and tablets.
Currently, the broadcasting regulator uses TV ratings information from Nielsen Thailand, the country's dominant TV ratings agency.
NBTC deputy secretary-general Pakdee Manaves said yesterday that the broadcasting committee agreed with the NBTC board's proposal to use TV ratings information from a second source.
The plan has been approved by the committee, but the terms of reference for appointing the MRDA and Kantar Media have not been finalised.
Mr Pakdee said the NBTC currently pays Nielsen Thailand 8.3 million baht a year for TV ratings information and expects to pay the same amount to the MRDA as well.
The multiple TV ratings service from the MRDA and Kantar Media is expected to begin next year.
Mr Pakdee said using TV ratings information from Kantar Media will provide the NBTC with more accurate and reliable information, while complementing data from Nielsen Thailand. It will provide clearer insight into the TV industry, as people these days watch TV programmes from various screens, not only TVs.
"I believe this will provide the NBTC more choices for TV ratings information, and help us understand digital TV operators clearly," he said.
Kantar Media has been working on an establishment survey with a sample size of 30,000 households, and it will select 3,000 target households nationwide to install ratings measurement panels.
Prior to this, 21 media agencies and 14 digital and cable TV channel operators have confirmed with the MRDA that they will use Kantar Media's ratings information.
Digital TV channels that have already confirmed participation are Channel 3, MCOT HD, Thai PBS, Channel 5, TNN24, New TV, Bright TV, Voice TV, Nation TV, Now, Workpoint TV, GMM, One, Mono, Thairath TV, Amarin TV, PPTV and Spring News.
Nielsen Co Thailand has dominated TV ratings in Thailand for 30 years, and many media and advertising executives want a new agency to balance Nielsen's role.
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