Kantar Media expands Asian footprint
Malaysian satellite television operator Astro has contracted Kantar Media to design, deploy and manage a proprietary audience measurement service.
The collaboration will allow Astro to collect data from its subscribers’ set-top boxes to analyse the viewing of its standard definition, high definition, time-shifted, video-on-demand and interactive TV services, RapidTVNews reports.
“We are pleased to be partnering with Kantar Media to offer significant improvements to TV viewing measurements,” commented Henry Tan, chief operating officer, Astro.
“The DTAM system will deliver robust and accurate insights into customer behaviour that will help us plan and develop our content more effectively. Advertisers and clients will also benefit from the data-rich service, which will help them develop effective, targeted campaigns to the right Malaysian households, and as such, maximise results from their advertising investments.”
Kantar already operates a number of Asian TV audience measurement (TAM) systems – in Singapore, the Philippines, China, Vietnam and Hong Kong – and has recently secured services in Mongolia, Cambodia, Sri Lanka and Bangladesh. It is also to launch social TV measurement tools in Southeast Asia in collaboration with Twitter.