South African TV Measurement Launch

In South Africa, satellite television operator MultiChoice is launching a TV audience measurement device, to complement the TAMS data collected by the peoplemeter system of the South Africa Advertising Research Foundation (SAARF).

The broadcaster operates the DStv satellite TV service, which offers nearly 100 video channels and 78 audio channels.

Its new device, DStv-I, will use return path data (RPD) extracted from DStv decoders, to provide an understanding of DStv viewing patterns by defined target market groups.

MultiChoice already has its own TNS-managed panel of around 4,000 DStv households, and each household in the 'DStv-i Viewing Panel' has a decoder installed in a modem in their home. This tracks the channels the TV is tuned to, stores this information and submits this data via the modem on a daily basis.

Diaries are completed by each household member on the DStv-i panel, totalling 8,000 diary respondents and 15,000 diary days. The diary data is matched with decoder box data and algorithms applied to derive the probability of personal viewing.

The firm says its new technology will only be introduced to recruited households which have already agreed to participate in the panel.

Web site: www.multichoice.co.za and www.dstv.com .