I am working for Newscorp in Hong Kong, in a regional role. Hong Kong is the Head Office for National Geographic Channel, and several other channels run by FOX.
Asia is a huge continent and our TV channels are widely distributed in most countries there, so we deal with many different data sources and systems from a wide variety of research suppliers. Just working out our distribution numbers is a huge task. It is interesting to see the differences between all the peoplemeter panels in all the regions, but not so much fun trying to put them all together and work out how many people in Asia, or even the the world, saw a particular programme, or how many people were reached by a global advertising campaign.
Systems are not so sophisticated out here, mainly because the research companies running the meter panels have had a monopoly on supplying their own systems for many years. It is only in the past year or so, that we have been able to choose whose software we can have, but now we have to wait until the economy picks up before we can invest in any new technology.
China, our neighbour, is not such a large market for us, as we are a foreign TV channel, so we cannot broadcast in China. We are allowed to show some of our programmes for one hour a day on other channels though. China is different from other large countries like the USA and India, in that each province has a completely different set of channels. National TV as such is quite limited. This means that to track our programme performance in China, we have to monitor it on 25 different peoplemeter panels, as there is a separate panel for each province - these 25 panels are actually far less than half the number of panels that CSM monitor in China. They do an amazing job - I am sure that this must be one of the most sophisticated peoplemeter panels in the world, covering millions of viewers.
Hong Kong is a great city to work in, and a great place to be centred to get absorbed in the Asia region as a whole, each of its countries having unique and fascinating cultures. We are lucky to be able to attend events at the Royal Geographic Society, as speakers often pop through and lecture us about their adventures in the region, all illustrated by beautiful photos.