Media Audits International (MAI), the international arm of US-based Cable Audit Associates (CAA), is launching its first European countrywide audit in the Netherlands this month, representing over 40 channels in the region.
MAI’s deal in the Netherlands heralds the first comprehensive audit of transactional content in the territory. As the need for content management grows through fragmentation and consolidation, so does the need for management of margins and MAI’s results will allow content owners and operators to maximise revenues in a variety of ways.
Simon Pollock, SVP International explained this first move, ‘The Netherlands is a great example of a typical modern pay TV environment with all relevant technologies well developed and represented; cable, satellite, pay DTT and IPTV. Few operators represent a large number of pay TV subscribers so it’s the perfect launch pad to show the benefits of accountability to both operators and content owners.’
The company plans to launch an audit in one other key territory before the end of 2011.