Winner Kantar Media to hire 100 for Thai office

Published ธันวาคม 25, 2015 by SoClaimon

ศาสตร์เกษตรดินปุ๋ย : ขอบคุณแหล่งข้อมูล : หนังสือพิมพ์ The Nation


UK-based Kantar Media will set up an office in Bangkok while recruiting 100 employees very soon to support its TV rating service after a media-research association yesterday appointed the company as a new TV audience measurement service.

Keld Nielsen, global chief client officer for audience measurement at Kantar Media, said yesterday that in preparation for this expansion, Nick Burfitt was relocating from London to Singapore as managing director for the Asia-Pacific region. Burfitt is well respected in the industry, Nielsen said, having worked for TNS and Kantar Media for more than 20 years, most recently leading the use of return path data in TV measurement.

To make a strong presence in the Kingdom, the company will set up a new office under the same roof as TNS Thailand on Sathorn Road. Its 100 staff will run the new audience-measurement system, which will cover both traditional TV screens and connected devices such as smartphones, tablets and laptops.

To build and operate the new multi-platform TV rating service, the company will take a year to deploy survey panels before delivering data to the media industry. Through collaboration with its sister company TNS Thailand, Kantar Media will begin establishing a specialist audience-measurement team in Bangkok this month.

Under the five-year contract that was awarded yesterday by the Media Research Development Association (MRDA), the system will comprise a representative panel of 3,000 homes to measure multi-platform TV viewing. When launched in 2017 it will measure viewers’ behaviour not only on TV sets but on tablets, smartphones and personal computers, delivering a complete picture of actual TV consumption in Thailand.

Kantar Media conducts TV measurement services in more than 55 markets worldwide. This latest announcement follows renewals and new contracts secured in Britain, Denmark, the Netherlands, Romania and Israel.

Wannee Ruttanaphon, president of the Media Agency Association of Thailand (MAAT), said this appointment marked a significant investment for the media industry in Thailand.

The MRDA includes representatives of the major broadcasters, TV operators (satellite, cable and free to air) and media agencies that are members the MAAT. The MAAT expects close cooperation with the National Broadcasting and Telecommunications Commission, Google and Thaicom.


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