UPC teams up with Atmedia

December 13, 2012 10.03 Europe/London By Chris Dziadul

UPC Polska has entered into an important new partnership with Atmedia and Nielsen Audience Measurement.

Under it, they have created a new audience measurement panel known as Atmedia SpotLight that allows the parties to monitor programme and commercial viewing among 12,000 pay-TV viewers in 5,000 homes in Poland.

Marcin Boroszko, CEO Atmedia Group, notes that Polandís TV market has fragmented at lightening speed in the last 10 years, with the number of channels having increased from 35 to over 200 and number of advertisers more than doubled to over 3,000 a year.

This means that both broadcasters and advertisers have had to target increasingly narrow audiences and up to now there was no accurate method of monitoring the latterís viewing habits.

Atmedia SpotLight will monitor the viewing of over 170 channels currently offered by UPC Polska, Polandís leading cable operator.

Atmedia is the largest sales house of thematic media in Poland, Hungary and the Czech Republic.