Asia-Pacific Broadcasting (APB) June 2018 Volume 35, Issue 5 | Page 22

PANELLISTS
❝ We are the first media company in the world to fuse currency data across five media platforms . This is particularly important to our advertisers as it gives them a more holistic view of audiences across different media touch points , to enable more effective media planning .❞ disparate audience currencies across TV , print , radio , out-of-home and digital on a single planning platform .
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June 2018
Broadcast Solutions signs distribution deal with Simplylive
Systems integrator Broadcast Solutions has signed a distribution agreement with Simplylive , a technology solutions provider for the broadcast and digital industry . Effective immediately , Broadcast Solutions will handle all sales of Simplylive solutions in several regions and countries , including Finland , Hungary and Spain . One of Broadcast Solutions ’ ongoing projects is the implementation of a 4K / Ultra HD remote production centre for Streamteam Nordic , where Simplylive ’ s products are widely deployed . Moving forward , the companies say they will work together to support the live and sports broadcast industry .
Marshall Electronics unveils quad-viewer / switcher
Marshall Electronics is introducing the Marshall VMV-402-SH , a quad-viewer and switcher designed to allow users to view up to four 3G HD-SDI video signals in resolutions up to 1920x1080p , and switch between the inputs to select a single view for output . The company recommends the Marshall VMV-402-SH for broadcasters who want to add more cameras to a production while switching between the different camera feeds to create “ even more compelling video content ”.
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PANELLISTS

Fintan Mc Kiernan
CEO Ideal Systems South-east Asia
Patrick So
Regional Manager Asia Pacific Magna Systems & Engineering
Craig Johnson
Managing Director - Media Nielsen

There is more to audience measurement than meets the eye

Shifting viewing habits are compelling broadcasters to measure their audiences across multiple platforms and devices . And as Shawn Liew discovers , the methodologies are also evolving , thanks to technologies such as AI .

While viewed by some as a novelty that will struggle in the long term , to gain longevity , 360-degree content can provide a depth of context and immersiveness that 2D content never could .

Viewers watching a live football match in 360-degree from the comfort of their own homes , for instance , feel as if they are in the stadium themselves , soaking in every sight and sound . As far as “ immersive viewing experiences ” go , that is perhaps as close to the zenith of what broadcasters can offer .
What , then , if the roles are reversed , and broadcasters themselves want a constant 360-degree view of what their viewers are watching , in order to most effectively reach out to them ?
For Singapore terrestrial broadcaster Mediacorp , the answer can be found by unifying all its media currencies internally to gather a single view of its audiences — via the Customer360 platform .
Launched in 2016 , Customer360 is a cross-platform solution that integrates
❝ We are the first media company in the world to fuse currency data across five media platforms . This is particularly important to our advertisers as it gives them a more holistic view of audiences across different media touch points , to enable more effective media planning .❞ disparate audience currencies across TV , print , radio , out-of-home and digital on a single planning platform .
Calling the launch of Customer360 a “ critical milestone ”, Parminder Singh , chief commercial and digital officer , Mediacorp , told APB : “ We are the first media company in the world to fuse currency data across five media platforms . This is particularly important to our advertisers as it gives them a more holistic view of audiences across different media touch points , to enable more effective media planning .”
This , Singh highlights , is on top of the silo media currencies Mediacorp previously put in place , such as SG-TAM ( Singapore Television Audience Measurement ) for TV and Nielsen Radio Wave for radio .
“ As the leading multi-platform media company in Singapore , we are constantly evaluating and looking for innovative best-in-class audience measurement methodologies for both online and offline media ,” he adds . “ We are actively engaged in industry discussions on how best to evolve our measurement approaches , and to achieve consensus around a single measurement framework that could be adopted by the trade .”
As digitisation increasingly become an imperative , Mediacorp is also hoping to turn a ripple into a wave — where measuring digital audiences from both a user and content perspective is concerned .
While some traditional measurement metrics may be backward-looking instead of forward-looking , Mediacorp deploys RIPPLE ( Real-time Interest ,
— Parminder Singh , Chief Commercial and Digital Officer , Mediacorp
Participation and Popularity Learning Engine ), a content analytics hub that provides its newsroom with a realtime view of audience behaviours and consumption patterns across the entire Mediacorp network .
Singh describes : “ For example , RIPPLE provides a forecast of how an article is likely to perform in the next 72 hours after publication . This forward view allows business owners to decide if any intervention or boost is required to move a particular piece of content .
“ Every morning , the newsroom gathers to review RIPPLE insights on the best-performing articles published over the past 36 hours . Through the data-driven audience insights , the newsroom will be able to drive their editorial strategy more effectively .”
Through the SGT-TAM , Mediacorp is also aiming to bring an integrated rating and reach measure of both linear and online viewing . As more and more audience groups consume content over multiple screens , having an integrated video consumption view is increasingly important for Mediacorp , explains Singh . He goes on to highlight the introduction of a new way of optimising video buys across all of Mediacorp ’ s free-to-air ( FTA ) channels and Toggle , an interactive over-the-top ( OTT ) service that houses all Mediacorp catch-up content .
“ By blending the cost-per-viewer ( CPV ) across screens , we have effectively improved campaign ROIs for our advertisers ,” Singh says .
One brand that has been synonymous with audience measurement for many years is Nielsen , who has been providing data and analytics for almost a century .
And as the broadcast and media industry continues to evolve , Nielsen is hardly resting on its laurels , as the company has now put together a framework to provide measurement for the future consumption of media — a future that is already here , declares Craig Johnson , managing director , media , Nielsen .
Rapid industry fragmentation and shifting viewing habits , he adds , has led to the development of Nielsen ’ s Total Audience framework , which provides
PHOTO CREDIT : ISTOCK , GETTY IMAGES