Medialogic Pakistan, Kantar Media start partnership

Rebecca Hawkes | 19-12-2013

Pakistan's national TV ratings provider Medialogic is teaming up with Kantar Media to improve audience measurement in the South Asian country.

Kantar Media's Rapid Meter technology will replace the existing direct frequency measurement technology (DFM) supplied by GfK. With the new system, Medialogic Pakistan will have access to viewing habits collected through the meter, with TV data delivered overnight using a built-in modem and GPRS connectivity.

Currently covering nine cities and 675 households, Medialogic now plans to expand the audience panel to over 20 cities and 1,100 households across Pakistan in 2014. It is the only overnight TV ratings provider in the country.

"We are delighted to have Kantar Media on board as our technology partner. The company's international footprint, proven technology and research expertise is evident. We are confident that this change of technology, coupled with our panel expansion, will ensure ever-robust, comprehensive TV data that assists informed decision making for Pakistan's media industry," said Salman Danish, CEO, Medialogic.

Keld Nielsen, global commercial director, Kantar Media Audiences, added: "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."