Mediametrie Takes Controlling Stake in TAPE

French audience measurement firm Mediametrie has announced that its audience analysis division EurodataTV Worldwide has acquired a 52% stake in programme analysis specialist TAPE Consultancy. Joint MDs John Peek and Paul Youngbluth will retain 48% of TAPE's shares.

London-based TAPE (Television Audience Programme Evaluation) provides a quantitative system to identify and assess the 'audience appeal' factors within programme content. Through the partnership, TAPE will expand its analytical services using the programme tracking and channel audience data tools developed by EurodataTV Worldwide. The association will also enhance the latter's programme tracking service NoTa, through TAPE's TV programme analysis expertise.

Youngbluth says of the deal: 'Bringing together our two companies will help build on our insights into audience behaviour and what drives their viewing choices, and while content remains at the heart of the TV business, understanding what motivates the audience will only gain importance in the coming years'.

Web sites: www.mediametrie.com and www.tapeconsultancy.com .