Kantar Media Deal Helps Pakistan TV Ratings Expansion

Ratings provider Medialogic Pakistan has announced a partnership with global group Kantar Media which it says will enhance the TV audience measurement service available in the country.

Medialogic was set up in 2007 to serve Pakistan's growing Television industry, with an overnight ratings offer based on a panel covering three cities. Having since expanded to the top nine cities and 675 households, it now says it aims to expand to twenty, and 1,100 households, from early 2014, giving 'robust coverage of Pakistan's urban population'. For this it will make use of Kantar Media's Rapid Meter technology, phasing out its current DFM (Direct Frequency Measurement) technology, which is provided by GfK.

Medialogic CEO Salman Danish comments: 'We are delighted to have Kantar Media on board as our technology partner. The company's international footprint, proven technology and research expertise is evident. We are confident that this change of technology, coupled with our panel expansion, will ensure ever-robust, comprehensive TV data that assists informed decision making for Pakistan's media industry.'

Keld Nielsen, Global Commercial Director, Kantar Media Audiences says the company is 'excited to be part of the evolving media landscape' in the country, and adds: 'Our commitment to ensure our technology meets the measurement challenges of both the present and the future will ensure that the TV Ratings currency continues to form the foundation of a burgeoning media industry in Pakistan.'

Web sites: www.kantarmedia.com and www.medialogic.com.pk .