The beginning of 2001 heralds the addition of a new market in
Southeast Asia to those where peoplemeter data on cable and satellite
channels is available with the release of data from ACNielsen's new
expanded TV peoplemeter panel in Hong Kong.
However, although the measurement of cable & satellite channels will be
one of the main benefits of the new expanded panel, support from the
cable & satellite industry has been conspicuous in its absence.
In Asia, peoplemeter data is currently only available in Taiwan, China
and the Philippines and although Hong Kong, Singapore, Thailand,
Malaysia and Indonesia do already have peoplemeter panels in place, the
relatively low penetration of cable and satellite, small panel sizes and
the control of data by primary sponsors has often combined to prevent
the release of statistically reliable viewership data.
The transition in Hong Kong from the previous reporting panel of 325 to
the 600 homes this month will have taken more than a year to put into
place and has been presided over by what was formally known as the TAMCC
Technical (TV Audience Measurement Consultative Committee) and recently
renamed TVIRC Technical (TV Industry Research Council).
The committee, in conjunction with ACNielsen, has met continuously over
this period to ensure the technical integrity of the new expanded panel;
from the setting up and monitoring of the panel representativeness and
balance to monthly parellel reports against the existing panel to assess
the stability of the new panel. The membership of the TVIRC is currently
made up of representatives from the two terrestrial channels TVB and
ATV, the 4A's, TV Entertainment Licensing Authority and ACNielsen.
The decision by the cable and satellite industry to take no part as yet
in this process is especially curious considering that 14 cable (Hong
Kong Cable TV) & one satellite (Star TV) channels will be included in
all ACNielsen reports this year.
It may still be too premature for the active involvement of some of the
more niche targeted channels but some level of participation from the
cable and satellite industry is essential to ensure that the views of
all parties in the Hong Kong TV industry are adequately represented.
The cable and satellite industry will not be able to ignore the data
once it has been released in the market and it needs to understand the
importance of their role in the development of the panel as well as in
the education regarding the use of its data.
For those channels that participate, the options in terms of improving
programming effectiveness and the optimisation of advertising airtime
will be greatly enhanced.
The whole TV industry and media agencies will increasingly be able to
use the same "currency" which in turn will translate into better and
more informed decisions for Advertisers.
According to a press release from i-Cable Communications last October,
the advertising opportunities that will arise with the convergence of
Cable TV and the Internet will become an area of increased focus for
Hong Kong Cable TV with the appointment of GlobalMIF (Global Media In
Force) as the exclusive sales distributor for Cable TV's commercial
airtime from the beginning of 2001. The venture has been described by
i-Cable as "a new chapter in the local advertising industry, to the
benefit of both advertisers and consumers within and without Hong Kong".
These benefits to advertisers however will need substantiation and a
major step in that process will be the access to and analysis of
independently conducted syndicated research.
The continued development and support of syndicated audience measurement
research, which has the capability of providing a ratings "currency" on
all the channels available should be an aim of all parties that have a
vested interest in the future reputation and prosperity of the Hong Kong
TV and advertising industries.
