The Thailand Cable TV Association is hoping that the ratings agency Nielsen will agree to measure audiences for local satellite TV channels to help them better position their content with media buyers, agencies and advertisers.
Association members nationwide are expecting the Government to pass the new Radio and Television Broadcasting Act by the end of this year. It would legalise more than 300 local pay-TV operators by granting licences. Most operators now have one-year licences that they must renew annually.
Since many of the local operations are considered illegal, advertisers and media buyers are reluctant to air commercials on satellite TV. To attract interest from Nielsen, the association has sought co-operation from members, some of whom offer up to 80 channels, to set up a consistent channel numbering system. That way, Nielsen could use its equipment to measure viewership more accurately.