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Almaty Victory for TNS
TNS has agreed a five year contract with the Kazakhstan television Joint Industry Committee (JIC) to provide trading currency TV audience measurement using Arbitron's PPM system.
Installation of the PPM panel will begin in the capital Almaty and the surrounding regions, with a roll out to other areas of Kazakhstan planned for January 2007. The move from the current diary-based service will also increase the number of households covered from 600 to 715, with 2000 individuals; and in the number of urban centres covered, from seven to thirteen.
The Kazakhstan JIC was formed in 2000, with TV ad spend growing about 30% per annum since then to the present $180-200m. Companies such as Colgate, P & G and Unilever, together with their buying agencies, companies including MindShare and StarCom, use Almaty as their regional headquarters.
Mike Gorton, Global Head of TV and Radio, TNS, said: 'We are delighted to be introducing the PPM system into Kazakhstan. This represents an exciting move for the television industry straight from traditional paper diary measurement to a 21st Century PPM solution that will deliver more detailed viewing data, enhanced electronic accuracy and an enlarged panel size.'
TNS's home page is at www.tns-global.com .
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