This system will allow for the gathering of data about DStv audiences through the set top box.
align=justifyIt is a long term initiative, which will be developed with TNS/ Research Surveys over the next five years, which aims to increase subscriber insights and advance the Oracle sales and trading proposition to advertisers. R
align=justifyThe traditional television audience measurement implemented by the South African Advertising Research Foundation (SAARF), originally designed for use on analogue channels, can no longer fully cater for the fragmented audiences produced by digital channels.R
align=justifyBrenda Wortley, director of OATS Strategy and Research division, said at the DigiTalk 2008 conference on October 1 that this measurement will allow for the data of each button pressed to be captured. “Globally, the audience measurement is challenged due to fragmentation and ongoing technological advance. R
align=justify”This DStv-i return path panel is a way of measuring audiences in the new converged media environment and is part of our long term plan to establish a robust DStv audience measurement tool. DStv-i will measure every click on the remote and act as a complement to SAARF Television Audience Measurement Survey (TAMS) data.”R
align=justifyDstv-i is currently in its second phase and will complete its run at the end of November. Some 4,000 recruits will then be sourced from among DStv subscribers in December.R
align=justifyThe DStv-i return path panel will be launched in early 2009. By August 2009 OATS will be able to release in-depth data about DStv audiences and their viewing habits to advertisers and media planners.
Want to continue this conversation on The Media Online platforms? Comment on Twitter @MediaTMO or on our Facebook page. Send us your suggestions, comments, contributions or tip-offs via e-mail to firstname.lastname@example.org.