NEWS16 December 2013

Medialogic to use Kantar TV audience measurement technology in Pakistan

Asia Pacific New business

PAKISTAN — The national TV ratings provider for Pakistan, Medialogic, has announced a partnership with Kantar Media to enhance the TV audience measurement service in Pakistan.

Medialogic will use Kantar’s Rapid Meter technology in place of the current DFM (Direct Frequency Measurement) technology supplied by GfK. Rapid Meter has been developed for emerging markets, using technology designed to cope with the increasing number of digital channels.

Keld Nielsen, global commercial director, Kantar media audiences (pictured) said: “The growing uptake of digital channels amongst broadcasters and consumers continues to demonstrate the health of the TV industry across the world.

“We are excited to be part of the evolving media landscape in Pakistan, acting as technology partner to Medialogic to enable the measurement of all channels to become a reality.”