New Media Research

CSM's pioneering efforts in New Media Research began in 2002, when New Media were still in their infancy. Since then New Media have grown in size, influence and importance. The New Media category includes a wide variety of media platforms, each having special characteristics and traits that require specific research solutions to help industry players understand and take advantage of these new communications channels. A simple look at the grouping below makes this readily apparent.

Generally included in New Media are the following;

• Internet (All different types of websites)
• LCD Panels (Indoor/Outdoor small and large screens, Office/Residential Building Based, Retail Outlet Based)
• Mobile TV (TV screens on buses, subways, taxis, trains)
• IPTV (Fully interactive digital TV services)
• Mobile Phone TV
  

CSM's Business Development Department is focused on developing industry standard research solutions for each of the above new media and has been tracking their development regularly since 2006 in order to develop these systems. This tracking continues today and will be greatly expanded upon this summer before, during and after the Beijing 2008 Olympic Games. Over a 7 week period running right through the Olympics, CSM will be conducting cross media audience measurement inclusive of the following media; TV, Radio, Internet, Newspaper, Magazine, Mobile TV, Mobile Phone TV and LCD panels. This is yet another in a string of firsts for CSM Media Research, delivering China 's media industry the first cross media audience behavior research . This exercise will track audience behavior 24 hours a day every day that the panel is in operation across the aforementioned media. We will apply our vast experience and capability to complete this first ever cross media audience measurement project and look forward to sharing our learning with the industry later in the year.

This is one of just many new media initiatives underway within CSM Media Research. We continue to broaden our knowledge of Movie going audiences with the second annual Film Audience Measurement Evaluation survey (FAME). After last year's successful launch of China 's only dedicated annual survey of movie audiences we shared our latest findings from this research with the industry for the first time at the 2008 Shanghai Movie Festival. This research is particularly timely as theaters gear up for the summer blockbuster season.

As we launch further new media research initiatives we will continue to report on them here to alert the industry and create further communication and dialogue among all the industry players. Working hand in hand with the industry at large we look forward to creating the measurement systems required to ensure the healthy development of all media owner, media agencies and advertisers.