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German TV Measurement Upgrades for Digital Age
GfK will switch to new metering technology for its German TV research contract, from mid-2007 onwards. The AGF, an organisation representing 4 major TV stations, commissioned the replacement in order to cope with technological changes in viewing. As a result the value of the deal has risen to around Euros 100m.
The contracts run until 2011 with an extension option until 2013. The AGF represents the TV stations of ARD, ProSiebenSat.1, RTL and ZDF.
GfK Fernsehforschung (TV research) will use the new metering technology to collect data on viewing using all digital platforms, such as DVB-T, DVB-C and DVB-S - as well as use of personal video recorders and DVD recorders. It will also continue measurement of analog TV and use of traditional video recorders.
The new metering device, Telecontrol score, is module-based allowing the addition of new platforms and technologies as they arise, says Dr. Andrea Malgara, Chairman of the AGF Management Board. The device is being developed and produced by GfK's Swiss subsidiary, Telecontrol AG, which also produced the predecessor, Telecontrol XL. TC score comprises a centralized terminal which stores all measured data and several additional metering modules that can be added as required. It replaces the TV reception and recording equipment used by panel households.
All new households joining the panel and all existing households with digital reception or recording equipment will be supplied with the new metering technology, with the changeover completed by the end of 2011.
Michael Darkow, MD of GfK Fernsehforschung, says the new device represents 'a further milestone in the history of TV ratings in Germany.' The group's web site is at www.gfk.com .
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