Building awareness among consumers will be a key objective, but the mandate covers all areas of marketing and communications.
The Emirates Media Measurement Company (EMMC) is inviting communication agencies to respond to a brief for tview, which provides TV audience measurement in the United Arab Emirates.
The requirement is for a marketing and communications agency to handle integrated communications. Building awareness among consumers will be a key objective, but the mandate covers all areas of marketing, PR and communications, explained Christopher O’Hearn, general manager, tview, EMMC.
The research brand has thus far been focused on trade, he said. The focus on mainstream communication now is to help support the audience panels engaged by the company, and improve compliance rates on reporting by the panel.
O’Hearn explained: “The conversation on adopting tview’s data has thus far been with the trade. Now the discussion with them is not about whether this is the right thing to do, but the terms on which we they will take part in it. The focus of our communication now will be on the mainstream, addressing consumers on the importance of their contribution to a credible currency for TV viewership, that can benefit broadcasters, advertisers and consumers themselves. A brief has gone out this week to agencies for the same.”
A public service announcement for TV is currently being created by M&C Saatchi. It is expected to go on air in end-2014.
tview engages a panel of up to 850 homes across the UAE (around 3000 individuals), and provides day-to-day data on TV viewership across genres and audience segments. It has been reporting data since early 2012. EMMC is a JV co-owned by a coalition of broadcast companies from the region.