MUMBAI: NDS, the provider of technology solutions for digital pay-TV and TNS Media Research (TNS), a player in TV, radio and internet audience measurement, have enhanced their joint TV audience measurement offering, adding the ability to identify individual viewers in homes that have agreed to participate on a measurement panel.
The RPDi solution, based on the NDS Dynamic audience measurement system and TNS’s RaPiDView analysis service, will help TV operators better understand audience behaviour by collecting and analyzing data about individual viewers as well as information at the household level.
NDS will demonstrate the RPDi solution for the first time at IBC 09. An easy-to-use application prompts viewers to identify themselves by their first name using their remote control and allows users to add any additional guests watching TV alongside them. The service only measures audience viewing in those homes that have agreed to participate through an opt-in process.
"Operators are turning to STB measurement because it allows them to truly understand the behaviors of their subscribers, providing rich data not available from traditional measurement methods. This includes niche channel viewing, time-shifted TV and interactive usage. To date this has mostly been reported on a household level but with RPDi customers can have the best of both worlds: rich STB data and strong individual level reporting to improve their business decisions and advertising sales," said NDS senior product marketing manager for advertising solutions Gideon Gilboa.
"RPD is becoming a standard tool among TV operators in developed markets for driving strategic decisions related to their business. Enriching this tool with individual viewing data adds key information on audience demographics and composition. RPDi is a cost-effective way to bring this functionality to the STB," said TNS Media Research global head of RPD Nick Burfitt.
NDS and TNS announced their partnership to create and market an end-to-end STB audience measurement solution for digital TV operators at IBC 2008. Joint customers include BSkyB, DIRECTV, Sky Television in New Zealand and FOXTEL.
In addition to audience measurement, the NDS Dynamic suite comprises two additional solutions namely Addressable Advertising and Interactive Advertising.