OPINION: Support lacking for peoplemeters

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.

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