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CSM Wins Hong Kong TV Contract
CSM Media Research, a joint venture between TNS and Chinese agency CTR Market Research, has won the Hong Kong TV audience measurement (TAM) contract. The contract comes at an important time, with Hong Kong gearing up to transfer to terrestrial digital TV transmissions in 2007.
Initially, CSM will measure television audience viewing in 650 households in Hong Kong, using the new 5000 series PeopleMeter, already used in more than 17,000 households worldwide. The company already provides TV audience measurement in China, where it operates the world's largest TV audience measurement panel, covering more than 122,000 people and measuring more than 1,000 channels. Since 2002, CSM also has launched Radio audience measurement (RAM) research measuring 254 frequencies in 24 major China cities.
The contract, which will run for five years from February 1st 2006, was awarded by the Founding Subscribers of Hong Kong TAM, consisting of Asia Television Limited (ATV), Television Broadcasts Limited (TVB), and The Association of Accredited Advertising Agents of Hong Kong (HK4As).
As stipulated by the Founding Subscribers, CSM's service will be independently audited to guarantee the TAM service meets industry standards. 'It's the industry's primary objective to ensure independent and transparent TV ratings research. Together with the industry and CSM's effort, those two basic principles will be assured,' said S K Cheong, General Manager of TVB.
Paul Wang, Managing Director of CSM Media Research, commented: 'We are thrilled to have won this incredibly challenging contract, and look forward to working with the industry in creating a state of the art service in Hong Kong.'
CSM's web site is at www.csm.com.cn
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