twofour54 joins UAE's tview

Rebecca Hawkes | 06-01-2014

Abu Dhabi's media production hub twofour54 has joined the UAE's nascent television measurement system tview to help improve the accuracy of its data.

"This important project is in line with twofour54's objective of developing the region's media industry through setting up new standards for providing television content which is reflective of the viewers' needs," said Noura Al Kaabi, CEO, twofour54.

"The project will also establish an interactive relationship between viewers and broadcasters, allowing viewers to influence the content delivered to them. This initiative will also provide accurate representation of viewers and the true value of the advertisements, which eventually leads to developing an industry based on clear professional and marketing standards," she added.

The first TV audience measurement (TAM) system in the Arab world, the Kantar Media-operated tview is an initiative by the Emirates Media Measurement Company (EMMC), which is a joint venture established by the National Media Council (NMC) and the Telecommunications Regulatory Authority (TRA).

Christopher O'Hearn, general manager, EMMC said: "Electronic audience measurement is the default system in more than 60 countries around the world. By introducing it to the UAE tview allows broadcasters and advertisers to make like-for-like comparison of their return on investment and ultimately will lead to significant growth in what is generally agreed to be an undervalued market."

The data collected covers more than 80 of the most watched UAE and regional television channels, including state-owned, free-to-air satellite and pay-TV channels.