SKY Television, TNS and NDS Launch New Audience Measurement Service in New Zealand
London, UK – February 27, 2007- SKY Television, New Zealand’s pre-eminent pay television company, in conjunction with TNS, a world leader in market information, and NDS, the leading provider of technology solutions for digital pay TV, have developed and launched an innovative audience measurement research service.
This in based on the establishment of a new viewing panel, recruited and managed by TNS, which will initially comprise 6,500 households equipped with digital satellite television. The digital set-top boxes (STB) in these households have been deployed with the NDS Audience Measurement System™ (AMS) software to collect and analyse viewing data. A key element of NDS’ end-to-end digital broadcasting platform on which SKY Television relies to protect and enhance its pay-TV business, the AMS is capable of securely tracking and reporting many types of digital TV viewing activity.
The data collected from the STB are processed and delivered by TNS to provide insights into how subscribers consume digital satellite television. The system will initially focus on providing robust viewing data for all satellite channels. The service will additionally be able to measure and provide an understanding of enhanced television viewing activity such as electronic program guide (EPG) usage and interactive advertising viewership.
TNS will be responsible for design, recruitment and maintenance of the viewing panel, and processing of viewing data. Analysis of viewing data will be carried out via a bespoke version of InfoSys™, TNS’ powerful and flexible television audience analysis system.
John Fellet, Chief Executive Officer of SKY Television commented, “SKY Television broadcasts more than 80 channels, and we continually strive to improve the service to our subscribers. By working with NDS and TNS on the Audience Measurement System, we will be able to further understand our subscribers’ viewing habits and therefore provide more of what they want. Furthermore, we will be able to provide our programming partners and advertisers with an understanding of how our subscribers use our service which will aid their strategic planning.”
Tony Taylor, Director of TV Audience Measurement at TNS commented: “We are delighted to be partnering with SKY in this service. It represents a key milestone in our audience measurement strategy which is leading the way in new digital measurement services and our involvement in the region. TNS is confident that the data will offer real value to SKY in understanding digital TV subscribers as well as providing greater insight on both the programming and advertising sales fronts.”
Mr. Peter Iles, General Manager of NDS Australia and New Zealand said: “NDS Audience Measurement System resides in the subscribers’ set-top boxes and enables SKY Television to directly capture viewing data from domestic set-top boxes, without truck rolls and without the cost of additional hardware in the home. Previously, it was not possible to capture viewing behaviour in such depth, but NDS AMS is a downloadable software extension which enables existing set-top boxes to provide detailed tracking in selected households.”
About SKY Network Television Limited
SKY Television (SKY), broadcasting via both UHF and DTH is New Zealand’s pre-eminent Pay TV operator, offering a wide range of sports, movies, music, on-demand and general content across more than 80 channels. SKY’s channel line-up includes 6 sports channels, 5 movie channels, 7 general entertainment channels, 5 documentary channels, 5 news channels, 4 children’s channels, as well as other niche channels. (At 26 February 2007, SKY had 690,994 subscribers).
SKY launched as a three-channel UHF service in 1990, with two further channels added four years later. SKY’s UHF signal reaches more than 83% of the country’s 1.5 million households. In December 1998 it launched a digital satellite service, extending its reach to the whole country. SKY also offers pay-per-view movies, live events and interactive services including Skybet, the Weather Channel, and games channels Mind Games and Playin’ TV.
With the establishment of a new online DVD rental service and in December 2005, the launch of MY SKY, a new set top box incorporating a digital video recorder (DVR), SKY is positioned to bring New Zealand viewers even more entertainment options.
On 8 February 2006, SKY completed the purchase of the New Zealand television business of Prime Television Ltd. The acquisition of a free-to-air channel gives SKY the opportunity to showcase its channels and programmes whilst ensuring that New Zealand consumers can view delayed free-to-air sports programmes such as rugby union, rugby league and cricket in primetime.
For further information, please visit SKY’s web site at www.skytv.co.nz
TNS is a market information group:
- The world’s largest provider of custom research and analysis
- A leader in political and social polling
- A major supplier of consumer panel, media intelligence and Internet, TV and radio audience measurement services.
TNS operates across a global network in over 70 countries, allowing us to provide internationally consistent, up-to-the-minute and high quality information and analysis.
The group’s employees deliver innovative thinking and excellent service to local and multi-national clients worldwide. In the custom business, they combine in-depth sector knowledge with expertise in the areas of new product development, positioning and segmentation research, brand and advertising research and stakeholder management.
TNS’ strategic goal is to be recognised as the global leader in delivering value added information and insights that help our clients to make more effective decisions.
TNS is the sixth sense of business.