New Digital TV Measurement Contract for GfK

In Germany GfK Fernsehforschung has been commissioned by the
Arbeitsgemeinschaft Fernsehforschung (Television Research Partnership) to use the AGF/GfK TV panel to measure the consumption not only of analogue but also digitally broadcast programmes.

This contract is a reflection of AGF's recognition that digital progamming is now becoming more important in the media marketplace. The extension of this contract increases the AGF contract volume in 2002 to roughly EUR 14.5 million.

The ratings of TV programmes and stations which are recorded by the AGF/GfK TV panel is used as the basis for media planning and programme research. TV stations also calculate the price of TV advertising according to this data. Spokesman for AGF's Technical Commission, Dr Bernhard Engel (ZDF), commented 'The extension of our contract to GfK Fernsehforschung means that we are covering the most important current development in the TV market in Germany and making the TV research data in Germany even more meaningful. AGF is therefore highlighting its claim of using the worldwide leading TV research system.'

Of the 5,640 households in the AGF/GfK TV panel, around 400 of them currently have digital receivers or set top boxes on their televisions, which enable them to receive digital programme offerings. 'Our analogue measuring device, GfK meter, recognizes and measures whether a household watches digital programmes but so far has not been able to provide information on which digital stations were being used. In order to record exactly which digital programmes viewers are watching, GfK will be introducing additional meters in future', explains Michael Darkow, Managing Director of GfK Fernsehforschung. AGF will release the first measurement results in the fourth quarter of 2002.

GfK Fernsehforschung is a subsidiary of the GfK Group, which operates in the media sector. It has been supplying data on TV consumption since 1985 and since 1988 exclusively on behalf of the Arbeitsgemeinschaft Fernsehforschung (a joint partnership between the four German TV stations ARD, ProSiebenSat.1 Media AG, RTL and ZDF).

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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