NAGRA, the digital TV division of the Kudelski Group and audience research and competitive intelligence specialist Kantar Media are to collaborate in the area of subscriber behaviour, with the aim of enabling service providers to gain a deeper understanding of subscriber viewing habits across devices and provide a richer and more personalised viewing experience.
The service will be available pre-integrated with OpenTV 5, NAGRA’s newest and most open media convergence platform, taking full advantage of its multi-device TV measurement capabilities.
“By combining Kantar Media’s world-class experience in audience measurement and research with our newest multi-device, multi-service technology, we are giving our customers access to some of the most advanced reporting and analysis capabilities available today,” said Samir Mehta, Senior Vice President, DTV Solutions for NAGRA. “Together, we’re making it possible for them to capture critical subscriber generated information such as PVR and advertising interactions and taking a major step toward enriching and personalising the television experience.”
According to Nick Burfitt, Global Director of Return Path Data (RPD) services at Kantar Media Audiences, the larger number of new digital platforms and channels presents fresh audience measurement challenges for broadcasters and service providers. “By working together with NAGRA, we hope to help service providers gain a deeper understanding of their subscribers’ viewing habits to enable a more effective pay-TV strategy that will ultimately help grow their business,” he suggested.
The pair say the new service provides the tools for accurately measuring viewer behaviour on in-home television devices with minimal change to a service provider’s existing infrastructure. It will enable service providers to improve their channel line-up and subscription tiering, provide personalised content, and measure usage of service offerings such as PVR, VoD or interactive applications, all while respecting viewer privacy. NAGRA and Kantar Media also suggest it gives service providers valuable and critical data needed by advertisers to measure the effectiveness of ad campaign, driving new and increased advertising revenue opportunities.