Tigers by the tail


We can expect to see Television audience measurement services expand to more and more developing countries in the near future. These markets are often characterised by widely varying levels of station coverage, television penetration and considerable differences in viewing behaviour between rural and wealthier urban areas. Rapid change is often the order of the day, with an element of technological’ leapfrogging’ as we find a diverse mix of TV options are being introduced. Issues that have arisen in Thailand and Indonesia and the solutions adopted to deal with them may be instructive for other developing markets.

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