UAE's new TV audience tracker goes live

New data will enable broadcasters, advertisers to improve TV programming, scheduling
UAE's new TV audience tracker goes live
By Andy Sambidge
Tue 16 Oct 2012 05:14 PM

The Emirates Media Measurement Company (EMMC) said on Tuesday that the UAE's long-awaited television audience measurement system was now officially up and running.

The "people metre" system will be known in the UAE as tview and the objective is to advance the TV media industry by generating transparent, accountable and reliable ratings that will be used as a currency of trade.

Christopher O'Hearn, general manager of EMMC, said: "Our early users have found tview offers them an unprecedented and extremely valuable insight.

"Of course it is not yet perfect and we will continue to refine and improve it in cooperation with the industry. This is a huge leap which will help the media market grow, enable advertisers to reach their audiences and ultimately mean better choice and content for viewers."

He said the system has been running in trial stages since December 2011 following a set-up period.

Subscribers receive daily audience data which can be analysed and reported in a powerful software tool. The system also provides daily logs of programmes and advertising spots on nearly 60 of the most popular channels in the region.

This viewing research data will enable broadcasters, media agencies and advertisers to improve TV programming, scheduling and advertising.

tview will provide minute-by-minute viewing data delivered the following day. The data includes additional demographic information such as nationality, gender, location, age and socio-economic status for viewers aged 4 and above, although all data is reported anonymously and individuals are not identified.

EMMC is a joint venture of leading broadcast entities Abu Dhabi Media, Sharjah Media, Rotana Media and Etisalat, and is also supported by du.

The project was the result of a Federal Cabinet initiative and has been led by the National Media Council and the Telecommunications Regulatory Authority.

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