GfK Partnership to Nurture Evogenius

GfK has announced a co-operation agreement with media analysis software provider DAP Systems. The deal will help GfK to develop and market audience research software for the international market, based around its forthcoming Evogenius system.

After more than 10 years with its current TV audience research system, GfK will change to its new proprietary system Evogenius in 2007. Evogenius represents 'a completely new generation of media software', meeting the industry's changing requirements, and was developed in close cooperation with AGF (Arbeitsgemeinschaft Fernsehforschung).

DAP Systems is also a longstanding contractual partner of AGF, working on evaluation and planning programs for the German TV market. Its tools for advertising statistics, advertising planning and campaign controlling will be tied in with GfK Evogenius.

Software tools developed by DAP will be marketed in Germany by DAP Systems, while GfK will be responsible for international sales.

Evogenius will be the key product of a new division, GfK Media Research Services (GfK MRS), which commenced operations on July 1. The unit provides international marketing and co-ordination for companies in GfK's Media business division, and also functions as the Group's center of competence for software and consulting - a similar scope to the group's Telecontrol subsidiary in Switzerland and GfK Eurisco in Italy.

Evogenius will initially be available for TV and radio and should replace the different individual systems currently used by the GfK companies involved in the project. The aim is to extend its use to other media sectors such as print, posters and the Internet.

DAP has around 110 employees and offer IT support and consulting in addition to software development and data gathering. Its clients include MR firms as well as media and DM agencies, broadcasters and other companies. Its web site is at www.dap-systems.de while GfK's is at www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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