The Electronic Programme Guide (EPG) search company, which expects the technology to be available in five million mainland homes by 2010, has also teamed up with GroupM to offer advertisers insights into how viewers will use the technology in China, its impact on traditional TV viewing, and ways for brands to better engage viewers.
Bessie Lee, GroupM China CEO, said: "In general, awareness of (PVRs) is an issue, but consumers in China are receptive to new ideas and technology. We are targeting tech-savvy, opinion leaders, so uptake should be quick.
"Click-stream data from the PVRs will provide rich information about the viewing habits of PVR homes, which are likely to be younger and more affluent than the rest of the population. This information can be mined to plan and buy television better."
According to Fitz De Smet, VP, business development, at AaaHaa Media, the roll out will kick off in Guangdong province in December, with other market launches targeted for Q1 2007.
"China is a highly fragmented market and no one is taking all the programming and indexing it for an interactive product. We've created an EPG guide that carries data from 630 channels, 26 regions and 50 cities — 85 per cent of all national programming. EPG on PVRs in a key sponsorship area."
