Medialogic Pakistan, the national TV ratings provider has announced a partnership with Kantar Media to enhance the TV audience measurement service in Pakistan.
Medialogic will deploy Kantar Media’s Rapid Meter technology, phasing out the current DFM (Direct Frequency Measurement) technology supplied by GfK. First unveiled at the 2011 asi TV Symposium, the Rapid Meter has been developed for emerging markets embracing futureproof measurement technology to cope with the increasing number of digital channels. Viewing habits are collected through the meter and TV data is delivered overnight using the built-in modem and GPRS connectivity.
Medialogic introduced electronic overnight TV ratings data in Pakistan in 2007 with a panel covering three cities which has gradually been expanded to nine cities and 675 households. Adopting Kantar Media’s Rapid Meter enhances plans to expand the panel to over 20 cities and 1,100 households across the nation from 2014.
“We are delighted to have Kantar Media on board as our technology partner,” says Salman Danish, CEO of Medialogic. “The company’s international footprint, proven technology and research expertise is evident. We are confident that this change of technology, coupled with our panel expansion, will ensure ever-robust, comprehensive TV data that assists informed decision making for Pakistan’s media industry.”
Medialogic will begin to deploy the new technology alongside panel expansion plans scheduled to be underway in early 2014.