Abstract:
The development of the Chilean television industry in the past years runs parallel to two important phenomena: on the one hand, changes introduced in the TV regulatory framework made it possible to introduce cable television, and on the other a Viewing Measuring System was implemented, which provides results in real time. This document intends to summarize the main elements introduced by the measuring system, which forced television channels to make some operational changes mainly related to the new role that instant ratings play in the market. First, we shall briefly describe the architecture of the ON LINE system. The data transmission solution is the outcome of special circumstances that existed in Chile during the implementation stage - 1992- when adequate telephone service coverage was not available. Secondly, we shall describe the main changes introduced by the ratings system into the television industry. This is based on a study involving in-depth interviews with several TV Channel executives linked to the ON LINE service.
This could also be of interest:
Research Papers
Television viewing selection in the multichannel universe
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Artie Bulgrin, Glenn Enoch
 
November 1, 2000
Research Papers
Effect of short time viewing patterns on ratings and shares
Catalogue: ESOMAR/ARF WAM Conference 2002: Television
Author: Bernhard Engel
 
June 9, 2002
Research Papers
Out-of-home television viewing
Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Marcella Rosen
 
May 1, 1994
