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Ipsos Launches Smart Phone Device in Australia
Ipsos Australia has announced it is in discussions with the country's Radio and TV industries to trial its MediaCell smart phone technology for audience measurement. The system is already in trials in the US and UK.
The technology, which runs on the latest generation of mobile 'smart phones', picks up audio 'watermarks' encoded in signals by the broadcaster. The UK radio industry body, RAJAR, recently approved the meter for the net stage of trials, alongside other devices.
Ipsos says the phone offers the advantages of familiarity, ubiquity (as the new smart phone technology spreads through the mobile using population), the lack of need for special hardware and scope for the exploitation of new mobile phone features as they arrive.
Ipsos Media Director Mark Grunert describes the technology as 'a quantum leap forward for broadcast audience measurement' but stresses that his firm sees audience measurement as a partnership, working closely with broadcasters and media agencies to develop a methodology that accurately reflects audience levels and provides all the necessary data. He adds: 'This technology is up to speed with the new ways media is being consumed, like listening to radio on your mobile phone, watching TV news reports on your PC or catching the game at the pub.'
Ipsos Australia is online at www.ipsos.com.au .
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