Medialogic Pakistan, the national TV ratings provider, has formed a partnership with Kantar Media to enhance the TV audience measurement service in Pakistan.
Medialogic will deploy Kantar Media’s Rapid Meter technology, phasing out the current DFM (Direct Frequency Measurement) technology supplied by GfK. First unveiled at the 2011 asi TV Symposium, the Rapid Meter has been developed for emerging markets embracing futureproof measurement technology to cope with the increasing number of digital channels. Viewing habits are collected through the meter and TV data is delivered overnight using the built in modem and GPRS connectivity.
Medialogic introduced electronic overnight TV ratings data in Pakistan in 2007 with a panel covering three cities which has gradually been expanded to nine cities and 675 households. Adopting Kantar Media’s Rapid Meter enhances plans to expand the panel to over twenty cities and 1100 households across the nation from 2014.