Medialogic Pakistan launches enhanced audience measurement service with Kantar Media
Medialogic Pakistan have launched an enhanced audience measurement service in partnership with Kantar Media, comprising 20 cities and 1000 plus households. It is expected that the new data will provide a more robust and accurate picture of TV audiences in Pakistan.
The launch event for the new service was held on 21st October in Karachi, Pakistan, inaugurated by Kantar Media Executives Keld Nielsen, Global Commercial Director (inset) and Mansoor Khan, Regional Director of MENA & South East Asia.
The launch follows a partnership agreement between Medialogic and Kantar Media last December in order to help futureproof the TV audience measurement service in Pakistan. The new service utilizes state of the art technology, replacing older meters with the latest generation RapidMeter from Kantar Media. RapidMeters employ advanced Audio Matching technology to measure TV viewership, and are equipped with GPRS communication for timely delivery of data. The latest hardware will also be complemented with Kantar Media’s world class analytics software.
“We are excited to be part of the evolving media landscape in Pakistan, acting as technology partner to Medialogic”, commented Keld Nielsen. “Our commitment to ensure our technology meets the measurement challenges of both the present and the future will ensure that the TV ratings currency continues to form the foundation of a burgeoning media industry in Pakistan.”