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FOXTEL selects NDS DYNAMIC™ to measure audiences across TV, DVR and interactive applications
- FOXTEL selects NDS Dynamic™ Audience Measurement System to measure TV viewing and provide insight into subscriber behaviour across its pay-TV platform services
- NDS Dynamic, integrated with TNS Media Research’s RaPiDView solution, will measure time-shifted DVR viewing, usage of the EPG and other interactive applications, as well as on-demand and linear TV viewing in those homes that have agreed to participate through an opt-in recruitment process
- FOXTEL to use NDS Dynamic to improve business intelligence for advertisers and to introduce new advertising formats
NDS, the leading provider of technology solutions for digital pay-TV, today announced that FOXTEL, Australia’s leading pay-TV provider, has chosen NDS Dynamic™ Audience Measurement System, integrated with TNS Media Research’s RaPidView solution, to track and analyse audience behaviour across its network and to enable the introduction of advanced advertising solutions.
Part of the NDS Dynamic suite of advanced advertising solutions, the NDS Dynamic Audience Measurement System will allow FOXTEL to collect enhanced viewing information in homes that have agreed to participate on a measurement panel to assist with advertising and marketing decisions. NDS Dynamic will track audience behaviour across live TV, but additionally, it will monitor time-shifted Digital Video Recorder (DVR) and On Demand viewing, and usage of the Electronic Programme Guide (EPG) and interactive applications. FOXTEL will use the information from a pre-defined panel of set-top boxes (STBs) recruited by TNS Media Research to learn more about the viewership for its services. Having a better understanding of viewer preferences will help to optimise services and marketing strategies.
NDS Dynamic, integrated with the TNS Media Research RaPiDView audience measurement service, is a best-of-breed solution that combines NDS’ expertise in STB data collection with TNS’ expertise in STB data processing and analysis. TNS’ RaPiDView solution delivers information gained from the Return Path Data (RPD) stream from digital STBs, providing accurate tracking of the channels and ads viewers watch and the services they use.
By monitoring advanced advertising applications, such as the interactive red button - increasingly regarded as synonymous with interactivity - and on-demand ads, Multi Channel Network (MCN), FOXTEL’s air time sales house, will be able to make better informed ad placement decisions and expand its portfolio of advertising services.
MCN has established an independent company, Multiview Analytics (MVA), to operate a home audience panel of 10,000 subscription TV homes. The first reports on audience behaviour are expected to be available in Q4 2009.
“In a competitive market, we have to understand which services appeal to our subscribers, so we can provide a product that suits their viewing habits,” said Patrick Delany, Executive Director of Sales and Product at FOXTEL. “With NDS Dynamic, integrated with the TNS RaPiDView service, we will have access to valuable information that can be used to improve the way we package, promote and sell our services.”
“As we improve the level of accountability we offer media buyers, we will be able to offer a superior ad sales service and grow our multichannel TV ad sales,” said Anthony Fitzgerald, CEO of MCN. “By acting on the information made available through NDS Dynamic, we will be able to make better ad placement decisions and, in the future, support new formats such as interactive advertising and addressable advertising.”
“NDS Dynamic is a flexible and all-inclusive platform for delivering a wide array of addressable and interactive advertising applications,” said Gideon Gilboa, NDS Product Marketing Manager, and Advertising Solutions. “Reliable audience measurement is the basis for all of these advanced advertising applications. We are pleased to be able to help FOXTEL to get the accurate data it needs for its decision-making and for more efficient and effective marketing.”
NDS Dynamic is a suite of advanced advertising solutions including technologies that deliver: Audience Measurement, Addressable Advertising and Interactive Advertising.
FOXTEL is Australia’s leading subscription television provider and is connected to more than 1.5 million homes on cable and satellite through retail and wholesale distribution. FOXTEL strives to ensure subscribers find TV they want to watch every time they switch on through delivery of more than 100 channels covering news, sport, general entertainment, movies, documentaries, music and children’s programming. FOXTEL is owned by Telstra Corporation Ltd (50%), The News Corporation Ltd (25%), and Consolidated Media Holdings Limited (25%).
Established in 1997, MCN is a joint venture between FOXTEL, AUSTAR, Premier Media Group and XYZ Networks. MCN is responsible for the advertising interests of over 39 national channels and 27 channel websites. MCN is also the only media company to offer digital interactive television advertising via the remote control and video on demand advertising in Australia.
About TNS Media Research
TNS Media Research provides internet, TV, and radio audience measurement worldwide. The expertise and technology of this international operation supports audience services in over 30 countries, including Norway, Denmark, Canada, China, Russia, Spain, the UK and the US. TNS is at the forefront of the latest techniques in digital audience measurement, involving set-top box Return Path Data through its RaPiDView services. TNS is part of Kantar, the world’s largest research, insight and consultancy network. www.tnsglobal.com/...
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