OPINION: Support lacking for peoplemeters

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