Digital Terrestrial TV Audience Measurement
A New Era in Hk TV Audience Measurement Service

(June 1, 2009, Hong Kong SAR) CSM Media Research announces today that HK TV Audience Measurement (HKTAM) will enter a new era, with the provision of Digital Terrestrial TV (DTT) ratings to the market from 1st June 2009 onwards.

The current TV panel, set up in 2006, has over 650 representative sample households and around 2000 individuals. New households with DTT decoders are recruited into the TV panel. Apart from the current reporting of terrestrial, pay TV and satellite channels, all the DTT channels from ATV and TVB will be monitored and reported.

These include ATV-Home (SD), ATV-World (SD), ATV-HD ATV, ATV-CTI-Asia, ATV-CCTV4, TVB-Jade (SD), TVB-Pearl (SD), TVB-HD Jade, TVB-iNews and TVB-J2 channels.

Mr. Paul Wang, Managing Director of CSM Media Research said: "CSM adopts TNS internationally proven technology for digital TV audience measurement and adheres closely to international research standards to provide high quality ratings information to the market".

DTT ratings measurement has already gained tremendous support from the industry. Mr. S.K. Cheong, General Manager – Broadcasting of TVB, Mr. K.K. Tsang, CEO of GroupM Hong Kong and Mr. Chris Skinner, Managing Director of Universal McCann attended the press conference. It is believed that the new DTT ratings will bring additional insights to TV programming, media planning and enhance audience viewing pleasure in the long run.

Guests attending in the Press Conference include:
Mr. S.K. Cheong, General Manager – Broadcasting, TVB
Mr. KK Tsang, CEO of GroupM Hong Kong
Mr. Chris Skinner, Managing Director, Universal McCann
Ms. Noelle Chiu, Chairman, Television Industry Research Council
Ms. Ada Wong, General Manager, ZenithOptimedia
Ms. Margaret Ho, Deputy General Manager, Starcom Worldwide