CSM clarifies its position on TV audience panel tampering reports

An article published earlier this month in the Government-run People's Daily accused a number of regional satellite TV stations of bribing TV measurement panels overseen by CMS. In one instance, panel households were said to have been offered Rmb200 (US$30) and other small gifts to switch to a particular channel's programming.

The article pointed out that the CMS TV rating was the most reliable 'currency' for TV stations to bargain their ad slots with advertisers.

CSM, a joint venture between CTR Market Research and WPP's Kantar Media, said the reports had been the casue of 'much concern' to its clients and data users.

"Over the past year or so, the panel tampering problem has represented an important industry issue that CSM has actively confronted and attempted to eradicate," the company said in a statement.

"TV ratings are the primary weapon used by the TV industry players to fight against each other. We struggle intensively (and successfully) against these illegal endeavors to influence the impartiality and fairness of our TV ratings data."

CSM added that tampering with panelists will destroy the legitimate interests of TV ratings for clients. "We will work with clients to eliminate this negative influence and drive the TV media toward a more healthy and orderly competitive situation."