A new era of TV audience measurement in Georgia

On 1st January 2016, Tri Media Intelligence (TMI) Georgia launched an enhanced audience measurement service covering seven cities and 500 reporting households. With next day audience data reporting for 24 TV channels, introduction of +seven day time shift measurement, and guest viewing, it heralds a new era of an accurate, transparent and state of the art TV audience measurement system in Georgia.

The launch follows a licensing agreement made with Kantar Media last February to help futureproof TV audience measurement in Georgia. The new service uses Kantar Media’s PeopleMeter technology, equipped with advanced audio matching technology to measure TV viewership and GPRS communication for timely delivery of data. In addition, Kantar Media’s audience analysis software ‘Instar Analytics’ will empower users with in-depth viewing data analysis capabilities.

The launch event for the new service was held on the 16th December 2015 in Tbilisi, Georgia, where a 100+ strong audience including representatives from the key Georgian broadcasters and media agencies heard full details of the service from Merab Pachulia, the founder of TMI and Tsotne Mirtskhulava, Director of TMI. Renata Uhlarikova, International Business Development Director at Kantar Media presented the latest global industry trends focussing on the evolution of TV, the changing face of TV audience measurement, and developments in television advertising.

Georgia TAM Launch 1
Renata Uhlarikova presents to attendees at the launch of the service

George Vasadze, Creative Director of Georgian Public Broadcaster welcomed the new service and said, “We do hope that the research produced with Kantar Media’s latest technology and advanced spectrum will bring much more precise and reliable data that will definitely help our company develop in the right direction.”

Alexaner Skrebnev, Marketing Director at Imedi TV said “The significantly increased number of measured channels will necessarily have a positive impact on the development of Television in Georgia and the advertising market as a whole. Additionally, expanded spot monitoring capabilities and improved accuracy of measurement is welcomed by the industry”.

Kantar Media are excited to be working with TMI to support the emerging media landscape in Georgia. We trust that the TMI service, supported by our futureproof technology, will herald a new standard for TV audience measurement in Georgia, and will deliver significant benefits for the industry and its stakeholders.

Georgia TAM Launch 1
Merab Pachulia, the founder of TMI, being interviewed by Georgian TV stations after the Launch Ceremony

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