Television Industry Committee has extended the agreement with GfK Ukraine for television audience measurement research up to 2014
On 3 February 2011 Television Industry Committee (TIC) held a meeting devoted to the agreement for the television audience measurement research.
The main purpose of the TAM research is the provision of the standardized currency to TV market players in Ukraine.
During the meeting, members of the Industrial Television Committee have decided to prolong the terms of the current agreement for the television audience measurement research with GfK Ukraine for the further two years until 31 December 2014. The current agreement of TIC with GfK Ukraine was signed on 1 January 2008 and is valid till 31 December 2012.
Oleg Popenko, Chairman of Television Industry Committee: "The main reason for making this decision was the fact that Ukraine had begun the process of digital television introduction that should be completed by 2015. Consequently, the agreement extension with the current operator of TAM research up to 2014 will allow analyzing in details the tendencies of TV viewing while switching to the digital TV”.
Olga Rosmanova, Head of the Media Research at GfK Ukraine: "We are very pleased that TIC has positively evaluated our cooperation within these 8 years, and made it possible to prolong the agreement for another 2 years. The possibility of this extension was initially discussed during the tender in 2006, but it could take effect only if our activity meets TIC quality requirements. On my behalf and on behalf of the whole GfK team working on the project, 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”.
About TAM research
The main purpose of GfK Ukraine TAM research is the provision of standardized currency to TV market players in Ukraine. The clients of TAM panel are TV channels, sale-houses, advertising agencies and advertisers.
Television audience measurement research is an important tool for performance evaluation of the effectiveness of TV channel programming, audience analysis programs and advertisements.
During 2002-2007, GfK Ukraine measured television audience in the cities of Ukraine with more than 50 thousand inhabitants (in total 95 cities). Since 2008 GfK Ukraine has been conducting research on television audience throughout Ukraine: in cities and towns as well as villages. In general, it is 17 million households who have TV sets, or 44 million TV viewers. The participants of TAM panel are 2.5 thousand households or 6.3 thousand TV viewers over 4 years old living in 356 settlements throughout Ukraine. The TV audience research is carried out with the help of a measuring device Telecontrol VIII, which in particular allows measuring of digital TV.
The Television Industry Committee
Television Industry Committee is a professional association of the leading TV channels, media agencies and advertisers that represents the interests of the television industry in Ukraine and protects its members.
The strategic purpose of TIC in the field of the television audience measurement research is the organization of a balanced (trustworthy, consistent and acceptable for all users) system of sociological research of television audience in Ukraine.
GfK Ukraine
GfK Ukraine is a leading research company, offering a comprehensive range of survey services and market research in Ukraine, Moldova and Belarus. GfK Ukraine has split its business into three sectors: Custom Research, Retail and Technology, and Media. GfK Ukraine is a member of the worldwide GfK Group, with headquarters in Nuremberg, Germany. For further information, visit our website: www.gfk.ua. Please follow our tweets on www.twitter.com/gfk_ua.
The GfK Group
The GfK Group offers the fundamental knowledge that industry, retailers, services companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media. The No. 4 market research organization worldwide operates in more than 100 countries and employs over 10,000 staff. In 2009, the GfK Group’s sales amounted to EUR 1.16 billion. For further information, visit our website: www.gfk.com. Follow us on Twitter: www.twitter.com/gfk_group.
