The new firm, Nielsen-CCData, aims to work with cable digital TV operators, media owners, content providers, advertisers and ad agencies to provide better understanding of the changing viewing habits of Chinese audiences.

Research will examine how users watch digital TV, how they use digital TV’s “value-added services” and their attitudes towards interactive digital platforms.

Nielsen’s president for Greater China Mitch Barns (pictured) said: “Increased competition among advertisers gives rise to the need for more precision – in measurement and marketing. Nielsen-CCData will help marketers and media companies who are looking to take full advantage of the possibilities of this new digital environment.”