Television audience measurement being enhanced

Medialogic Pakistan (Pvt) Ltd, 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 television symposium in 2011, the Rapid Meter has been developed for emerging markets embracing future-proof 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.