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Week ending July 28, 2007

Médiamétrie expérimente une mesure d’impact et d’audience des télévisions dans les points de vente et lieux d’attente – July 27, 2007

from Laure Osmanian Molinero/Médiamétrie

Forte de son expertise dans la mesure d’audience des médias audiovisuels et interactifs, Médiamétrie propose une expérience de mesure d’impact et d’exposition des nouveaux supports de communication audiovisuelle dynamique (CAD), tels que les postes de télévision diffusant des programmes dans les points de vente ou lieux d’attente.

Cette nouvelle mesure s’inscrit dans le contexte de la forte croissance de ces supports de communication, liée aux nouvelles technologies numériques et à l’intérêt des annonceurs pour les médias dits « in store » ou de « wait marketing ».

Les écrans TV ou d’affichage dynamique diffusent des programmes relatifs à l’activité du magasin ou du lieu d’attente et plus largement des programmes de services (météo, flash d’information…) et des messages publicitaires.

Médiamétrie travaille sur une solution globale de mesure pour l’analyse éditoriale et la valorisation des espaces publicitaires, qui s’adresse aux professionnels de ce marché : enseignes, intégrateurs (sociétés spécialisées dans le paramétrage de réseaux d’écrans), médias, agences médias, annonceurs…

Cette solution s’appuie sur un dispositif complet qui associe deux systèmes de mesure :

1) « Screen Contact » :

Un système quantitatif de recueil en continu de l’exposition du public aux écrans dans les points de vente et lieux d’attente. Screen Contact s’appuie sur une technologie innovante développée par la société Quividi avec laquelle Médiamétrie expérimente cette mesure. Cette solution mesure l’attention portée par les individus à un média visuel (écran de télévision, affichage dynamique, PLV…). Associé à un petit capteur d’images fixé sur le support de réception, le logiciel de Quividi compte le nombre de personnes qui regardent effectivement l’écran, les qualifie (homme/femme) et identifie leur temps d’attention. Aucune image n’est enregistrée et les statistiques sont entièrement anonymes. Cette technologie a été retenue par les équipes scientifiques et d’ingénierie de la mesure de Médiamétrie, parmi d’autres solutions techniques de détection passive de l’exposition devant des écrans.

2) « Screen Impact » :

Une approche qualitative, consistant à recueillir par des entretiens en face-à-face, la notoriété, l’image et l’impact générés par ces nouveaux écrans auprès de la clientèle. Ces expériences offrent de nouvelles perspectives pour mettre en place - en coopération avec les acteurs du marché et les organisations professionnelles - un système de mesure de l’audience de ces nouveaux moyens de communication.

More speakers sign up for PAMRO's 9th conference – July 26, 2007

from Bongi Potelwa/PAMRO

Delegate numbers for the 9th annual PAMRO Meeting and All Africa Media Research Conference, being held in August in Malawi, are approaching record levels. The number of high profile international speakers is also rising, as several more experts accept invitations to present at this year's event,

There is less than a month to go before the 9th annual PAMRO Meeting and All Africa Media Research Conference gets underway on August 19, at Club Makokola in Malawi's beautiful Mangochi area.

PAMRO's honorary president, Piet Smit, says that close to 70 delegates from all over Africa, as well as several from other continents, have already registered for the event. PAMRO's meeting on Monday, August 20, will include activity reports from all these countries, the most extensive round-up of media research ever presented at a PAMRO meeting.

The All Africa Media Research Conference follows on Tuesday, August 21. A number of new speakers have recently confirmed their attendance, including Unilever Malawi's head of consumer marketing, Enwell Kadango.

Kadango is scheduled to speak about the challenges of media usage in Malawi, from a business perspective. He will be covering media usage and the media landscape in Malawi, looking at how the business community in that country views media advertising. The presentation will outline why it pays to advertise, giving examples from Unilever, and will show why companies should not only consider the bottom line but should also consider share of voice when making media decisions. Finally, Kadango will explore the challenges which most corporate marketers face in convincing top executives to buy media space for advertising.

Delegates can also look "Beyond Traditional Audience Measurement", in a presentation by Pushkar Kulkarni of Taylor Nelson Sofres (TNS) UK, which represents Arbitron in the States, the inventor of a new version of peoplemeter called the Personal Peoplemeter, destined to replace the original Peoplemeters used for television audience measurement.

Kulkarni will give an overview of the future of audience measurement in a changing media landscape. Digitalised radio and television signals see the electronic media no longer being fixed to just one radio or TV set, with people consuming these media on cellphones, iPods and other mobile devices. Viewing and listening behaviour is also being changed, as devices such as PVR give audiences full control over what and when they want to watch. Kulkarni will discuss the new and affordable measurement technologies which are already being embraced around the world, such as Portable Peoplemeters, which measure the individual and not the media, and Return Path Data, where audience behaviour is tracked by retrieving data from set top boxes provided by cable or satellite providers.

Also recently confirmed on the speakers' list is Nielsen Media Research's Angelique Amado, who will talk about adding value for stakeholders from a SAARF RAMS point of view, and Josiah Kimanzi of the Steadman Group, who will give a Kenyan perspective on the increasing role of the vernacular in a dynamic radio environment. He will also be discussing the future of media brands in Africa.

The conference wraps up on Wednesday, August 22, with a gala dinner. Other highlights of the event include the announcement of the winner of the PAMRO Achiever of the Year award,.a tour to Bird Island, and the raffle of a Nokia E65 mobile phone.

Registration for the event is still open. Visit the PAMRO website at www.pamro.org, and click on "Events" for registration details and more information,or call Fiona Lister at SAARF on +27 11 463-5340.

Last Call for PRIX EUROPA SPOT - July 23, 2007

from Prix Europa

Until 1 August young European talents can still enter one-minute films on the subject of "I am Europe" for the PRIX EUROPA SPOT 2007 competition.

Europe is made of individuals. You, too, are Europe. Who are you and what is European about you?

The German Foreign Office and PRIX EUROPA are looking for spots that transcend national, cultural and language borders and express desires and hopes for the future. European unification should be shown as an opportunity for change, as a source of hope, confidence and dynamics.

Participants entering spots should be film-makers from all over Europe. The entries should be understood across all language barriers and be visually strong.

The nominated films will be shown online and the winning film will be selected by online-voting.The award consists of prize money amounting to € 6,000, the PRIX EUROPA Trophy and a certificate.

PRIX EUROPA SPOT is part of the Television-, Radio- and Internet competition PRIX EUROPA which will take place from 13 to 20 October in Berlin and Potsdam and is the biggest tri-medial festival in Europe.

The donor and patron of this prize is the Foreign Office of the Federal Republic of Germany; it also enjoys the special support of the European Cultural Foundation.

More information about PRIX EUROPA SPOT and PRIX EUROPA on www.prix-europa.de.
Online registration on:
http://www.prix-europa.de/publish/categories.html?cat=TV&lang=GB

UNESCO provides TV equipment to Afghanistan’s Educational Radio and Television – July 22, 2007

from Jawid Ahmad Musawer/UNDP

UNESCO handed over 82 pieces of equipment to provide a new three TV camera studio worth almost US$271,000 to Educational Radio and Television (ERTV) as part of a US$2.5 million Italian-funded project to develop educational broadcasting in Afghanistan.

The project, the first phase of which is nearing completion, started in 2003 and has seen UNESCO support a range of reconstruction and training activities to help the Ministry of Education achieve its goal of providing education to Afghans in all parts of the country. Given the mountainous landscape and the difficulties many people face in getting education, distance education via radio and TV programme is seen as a key vehicle to improve literacy and provide access to information, distance education forms a central part of the Ministry’s Five Year Strategy.

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Afghanistan media development

ERTV has been seeking help since long in order to play its essential role in the education system of the country said Hanif Atmar, Education minister of Afghanistan in the equipments handing over ceremony held at the ERTV in Kabul. “Lack of experienced teachers, deficiency of schools are the special needs for the system of education which has made the distance education more important. By launching distance education we would like to make teachers closer to students”. The Minister thanked UNESCO’s supports and anticipated that the project will be completed by next year and will bring a significant change in the system of learning in the country. Shigeru AOYAGI, Director, UNESCO Kabul and UNESCO Representative to Afghanistan also expressed his pleasure on the behalf of Director General of UNESCO and Italian government in the equipments handing over ceremony. He added “as part of this project ERTV staff members were sent out to India, Islamabad, Malaysia and many training program have been conducted in

Afghanistan for the capacity building of their staff and UNESCO is very happy to see the progress and development of the staff member and ERTV it- self”.

The equipment arriving in Kabul will be installed in ERTV and will be used to improve the quality of the existing Radio and TV broadcasts. In addition, the TV studios will produce the first teacher distance education programmes across the country. UNESCO is a specialized UN agency with a mandate to undertake activities in the fields of education, culture, science and communication and information. Accesses to education and to information are seen as critical in its overall aim, as enshrined in the Constitution, of ‘building peace in the minds of men’.