Too much excitement about Swiss TV ratings?
On Wednesday, Ringier sent out a notice that an "explosive revelation" had been published in the TV magazine TV2: TV ratings would only take into account a portion of the audience. Markus Jedele, Head of Television Research at Mediapulse, answered questions from Werbewoche.
On Wednesday, Ringier sent out a notice that an "explosive revelation" had been published in the TV magazine TV2: TV ratings would only take into account a portion of the audience. However, this is a well-known problem. Read the statements made by the SRG SSR subsidiary Mediapulse, which collects the TV ratings, here. Five questions for Markus Jedele (Head of Television Research):
WW: Mediapulse has problems measuring digital cable television. Does this mean that the shift towards digitalization cannot be measured at all? Jedele: It is true that we currently do not optimally map all constellations when measuring digital cable television. However, this only applies to part of digital cable television, especially the new Cablecom boxes; other digital boxes can certainly be measured. However, we have the measurement of satellite reception (analog or digital) - currently in a good 10 percent of households - fully under control. In the course of ever faster technological change and the increasingly diverse range of digital options, new measuring devices and techniques are required. This is a problem that means that the development of measurement methods always lags somewhat behind the market. When a new product is launched on the market, we often don't know whether it will catch on and need to be measured. WW: What efforts are being made to solve the problem? Jedele: Specifically, it concerns the new models of the Cablecom set-top box, which cannot yet be read by the measurement technology. Two approaches are currently being pursued to solve the problem: Firstly, our partner for measurement technology, Liechti AG, has been in contact with Cablecom in order to solve the problem at a technical level. Discussions are still ongoing. The example of western Switzerland shows that such collaborations can be successful. For example, we have a corresponding contract with NAXOO with a data protection agreement. We can now read these digital boxes. On the other hand, we are also looking for an independent way. This involves reading the communication between the box and the screen. Corresponding technology is already in use in Puerto Rico. Liechti is currently working on an adaptation for Switzerland and Austria. WW: How long could it take to solve the problem? Jedele: It's hard to say. Depending on which path proves to be the most promising. However, it could take up to six months for the independent solution. WW: What is the problem with the different recording methods for broadcasts? Jedele: We have the video recorder under control. Hard disk recorders and DVD recorders are currently in need of further development. WW: Has Mediapulse already taken measures to measure the soon to be launched BluewinTV or HandyTV? Jedele: Discussions have already taken place with BluewinTV, which have been very positive and give cause for optimism. However, HandyTV is still in the theoretical phase. Although the operators have all the relevant data, they do not (yet) want to disclose it. As an alternative, an adaptation of the cell phone operating software would be conceivable.
Kathrin Fischer
WW: Mediapulse has problems measuring digital cable television. Does this mean that the shift towards digitalization cannot be measured at all? Jedele: It is true that we currently do not optimally map all constellations when measuring digital cable television. However, this only applies to part of digital cable television, especially the new Cablecom boxes; other digital boxes can certainly be measured. However, we have the measurement of satellite reception (analog or digital) - currently in a good 10 percent of households - fully under control. In the course of ever faster technological change and the increasingly diverse range of digital options, new measuring devices and techniques are required. This is a problem that means that the development of measurement methods always lags somewhat behind the market. When a new product is launched on the market, we often don't know whether it will catch on and need to be measured. WW: What efforts are being made to solve the problem? Jedele: Specifically, it concerns the new models of the Cablecom set-top box, which cannot yet be read by the measurement technology. Two approaches are currently being pursued to solve the problem: Firstly, our partner for measurement technology, Liechti AG, has been in contact with Cablecom in order to solve the problem at a technical level. Discussions are still ongoing. The example of western Switzerland shows that such collaborations can be successful. For example, we have a corresponding contract with NAXOO with a data protection agreement. We can now read these digital boxes. On the other hand, we are also looking for an independent way. This involves reading the communication between the box and the screen. Corresponding technology is already in use in Puerto Rico. Liechti is currently working on an adaptation for Switzerland and Austria. WW: How long could it take to solve the problem? Jedele: It's hard to say. Depending on which path proves to be the most promising. However, it could take up to six months for the independent solution. WW: What is the problem with the different recording methods for broadcasts? Jedele: We have the video recorder under control. Hard disk recorders and DVD recorders are currently in need of further development. WW: Has Mediapulse already taken measures to measure the soon to be launched BluewinTV or HandyTV? Jedele: Discussions have already taken place with BluewinTV, which have been very positive and give cause for optimism. However, HandyTV is still in the theoretical phase. Although the operators have all the relevant data, they do not (yet) want to disclose it. As an alternative, an adaptation of the cell phone operating software would be conceivable.
Kathrin Fischer
