Etisalat launches toolkit to measure TV audience in UAE for broadcasters

• E-Vision’s newly launched TAM service to identify audience’s selections, trends and desires from its IPTV service – eLife. 
• The facility will measure audience reach, ratings, share and viewing time for over 530 channels, and will cover both live and catch-up viewing across all viewers.
• Broadcasters, agencies, advertisers, consultants and industry experts will be able to subscribe to the data and log in to access a wide range of reporting tools.

UAE-based telecom operator Etisalat’s E-Vision has launched a new initiative to identify the audience’s selections, trends and desires from its IPTV service – eLife.

For many years, the Middle East and North Africa (MENA) TV industry had to rely on telephone surveys for audience information, whilst broadcasters around the world have had access to people metering (direct recording of TV viewing) to measure and understand audience nature.

Television Audience Measurement (TAM) system identifies the number of views and the interests of TV viewers, so that TV stations can develop their programs to match the desires of their audience and to air them at the most appropriate timings.

 The TAM system will measure audience reach, ratings, share and viewing time for over 530 channels, and will cover both live and catch-up viewing across all viewers.

 Subscribers to the TAM system will be able to monitor viewing of any period, ranging from same day to previous years and have access to a variety of configurable reports within the TAM system, offering them a fully detailed analysis and reports with channel-related filters.

“We are proud to be leading the way in the MENA region by offering exceptionally powerful audience analytics tools to industry professionals,” Olivier Bramly, CEO of E-Vision, said.

By giving broadcasters insights about the interests and desires of its viewers, he said that they are providing them with the tools they need to make their channels more relevant and attractive towards their viewers and more efficient towards agencies and advertisers.

E-Vision has partnered exclusively with ChannelSculptor to manage the distribution and client support of the TAM system.

Broadcasters, agencies, advertisers, consultants and industry experts will be able to subscribe to the data and log in to access a wide range of reporting tools.