FRIDAY, March 29, 2024
nationthailand

Nielsen pleads for fair treatment from NBTC over rating system

Nielsen pleads for fair treatment from NBTC over rating system

NIELSEN (THAILAND) is pressing for fair treatment if the broadcasting regulator decides to grant financial support to some digital TV broadcasters and media agencies to establish a new TV audience rating system as its rival.

“My understanding is that some commercial digital-TV operators have confirmed their participation in the establishment of a new TV audience measurement [system] driven by the media association, but some have not,” said Sinthu Peatrarut, managing director for media-client relations at Nielsen (Thailand).
He said he was also aware of a report about an official written request from the Media Agency Association of Thailand (MAAT) and the digital TV stations asking for the project to develop a national TV ratings and multi-screen audience rating system to be supported by the Broadcasting and Telecommunications Research and Development Fund for the Public Interest (NBTC Fund).
On August 12, the MAAT and representatives from some terrestrial-based digital stations convened a meeting with Takorn Tantasith, secretary-general of the National Broadcasting and Telecommunications Commission (NBTC) on the possibility of Bt368.8 million in funding for a multi-screen audience-measurement system.
After that meeting, Takorn appeared to agree with the proposal, indicating that he would put this proposal forward for the NBTC broadcasting committee’s consideration.
Sinthu expressed concern over the NBTC’s stance in this matter.
“What about those digital TV operators that do not [join in] the new process led by the MAAT? Do they still have the right to get financial help to access TV rating data? Is it free and fair treatment for us as a key player in TV audience measurement?” he asked.

Nielsen had invested heavily
Nielsen (Thailand) has been the sole research firm measuring TV audience ratings in this country for three decades.
Sinthu said that to cope with the rapid changes in the media landscape, Nielsen had invested heavily on widening its audience coverage for more accurate data reporting, particularly after the new digital-TV broadcasters started their operations.
The company last year expanded its sample size from 1,800 to 2,200 to reach more digital- and satellite-TV viewers in a bid to boost data quality and the stability of its TV ratings. It also announced the start of its multi-screen audience measurement.
MAAT chairperson Wannee Ruttanaphon said the objective of setting up a national television ratings system was not profit-oriented. She stressed that the establishment of the new system met the NBTC Fund’s criteria and would benefit the industry at large.
Today, five members of the Broadcasting Committee will discuss the proposal.
NBTC member Supinya Klangnarong said she agreed with the establishment of multi-screen audience measurement that meets the NBTC Fund's criteria. She believed the new TV rating system could support create a free and fair competition for broadcasting industry.

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