NAGRA, Kantar collaborate on viewer behaviour service
Editor | 28-11-2012
NAGRA has entered into a partnership with Kantar Media to give service providers what they say will be a deeper understanding of subscriber viewing habits across multiple platforms.
The content protection and multi-screen TV solutions provider and the audience research and competitive intelligence gatherer believe their collaboration will give service providers the ability to capitalise on what they call a wealth of data available through in-home devices while fully ensuring viewer privacy, offering a "richer and more personalised" viewing experience.
Available pre-integrated with OpenTV 5, NAGRA's open media convergence platform containing multi-device TV measurement capabilities, the new service is claimed to offer the tools needed to accurately measure viewer behaviour on in-home television devices with "minimal" change to a service provider's existing infrastructure. They partners add that it will enable service providers to improve their channel line-up and subscription tiering, provide personalised content, and measure usage of service offerings such as PVR, VOD or interactive applications, all while respecting viewer privacy.
The end result, and main business benefit said to be offered, is data needed by advertisers to measure the effectiveness of ad campaign, driving new and increased advertising revenue opportunities.
"By combining Kantar Media's world class experience in audience measurement and research with our newest multi-device, multi-service technology, we are giving our customers access to some of the most advanced reporting and analysis capabilities available today," said Samir Mehta, senior vice president, DTV solutions for NAGRA. "Together, we're making it possible for them to capture critical subscriber generated information such as PVR and advertising interactions and taking a major step toward enriching and personalising the television experience."
Nick Burfitt, global director of return path data (RPD) services at Kantar Media Audiences, added: "The larger number of new digital platforms and channels presents fresh audience measurement challenges for broadcasters and service providers. By working together with NAGRA we hope to help service providers gain a deeper understanding of their subscribers' viewing habits to enable a more effective pay-TV strategy that will ultimately help grow their business."