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GfK Extends Ukrainian Currency Deal
GfK Ukraine has extended its agreement with the country's Television Industry Committee (TIC) and will provide TV audience measurement currency for two more years, to the end of 2014.
The decision was taken at a meeting last Thursday (3rd February) and extends current arrangements which were agreed on 1 January 2008. TIC includes the leading TV channels, media agencies and advertisers.
GfK Ukraine, which also works in Moldova and Belarus, conducts the Ukrainian research using its Telecontrol VIII device for digital TV. Between 2002 and 2007 it measured a total of 95 cities - those with more than 50 thousand inhabitants - and since then it has grown coverage to include 2,500 households with around 6,300 viewers over 4 years old, in 356 settlements across the country and representing 17 million TV households nationwide with 44 million TV viewers.
TIC Chairman Oleg Popenko says the country's introduction of digital television should be completed by 2015, and the extension is designed to cover the period of switchover and allow consistent analysis of behavior during it.
GfK Ukraine's Head of Media Research Olga Rosmanova, says the extension was first discussed in 2006 but was made subject to her company meeting TIC quality requirements, now satisfied. She comments: 'I want to thank TIC for this high evaluation of our work and confirm that during all this time our activities will be aimed at providing the maximum quality data and services to the TAM panel clients.'
Web site: www.gfk.ua .
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