Operators jump to the defence of national TV rating system

After a report allegedly claimed this move could lead to the creation of a monopoly in the TV rating business, the Association of Digital Television Broadcasters Thailand, Satellite Television Association (Thailand) and Thailand Cable TV Association on Saturday issued a statement confirming that their initiative would bring long-term benefits to the broadcasting industry. 

They said the new TV rating system, which will extend traditional TV measurement to the multi-screen audience, was agreed upon by key stakeholders in the broadcasting industry under a non-profit approach. 

For data accuracy and accountability, the Media Agency Association of Thailand (MAAT) had set up a unit called the Media Research Bureau to oversee and manage this new TV rating system. Its responsibilities range from searching for a private research firm to conduct the new TV ratings to endorsing data.

The bureau’s membership consists of digital TV broadcasters, cable/satellite TV operators and media agencies. 

Last month, the research unit selected UK-based Kantar Media from three candidates. The other two were Japan-based Video Research International and Germany-based GfK. 

However, Nielsen (Thailand) declined to join the race, saying it could not get approval from its parent company before the deadline. 

The group also said the selection was based on clear criteria including research methodology, costs, experience and software design and related technology. 

Given this transparent process reflecting genuine demand from the broadcasting industry, they said this project was approved in principle by the Broadcasting Committee. 

The bureau has requested Bt368.4 million in early-stage funding for this Bt1.5-billion |project.