Sydney – FOXTEL, Australia’s leading pay-TV provider, has chosen NDS Dynamic Audience Measurement System, integrated with TNS Media Research’s RaPidView solution, to track and analyse audience behaviour across its network and to enable the introduction of advanced advertising solutions. NDS Dynamic will track audience behaviour across live TV, but additionally, it will monitor time-shifted Digital Video Recorder (DVR) and On Demand viewing, and usage of the Electronic Programme Guide (EPG) and interactive applications. FOXTEL will use the information from a pre-defined panel of set-top boxes (STBs) recruited by TNS Media Research to learn more about the viewership for its services. Having a better understanding of viewer preferences will help to optimise services and marketing strategies. By monitoring advanced advertising applications, such as the interactive red button – increasingly regarded as synonymous with interactivity – and on-demand ads, Multi Channel Network (MCN), FOXTEL’s air time sales house, will be able to make better informed ad placement decisions and expand its portfolio of advertising services. MCN has established an independent company, Multiview Analytics (MVA), to operate a home audience panel of 10,000 subscription TV homes. The first reports on audience behaviour are expected to be available in Q4 2009.
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