Nielsen Goes to China to Study Digital TV Trends
To understand the shifting habits of over 70 million digital signal consumers in China, The Nielsen Company and Beijing China Cable Union Data Services Ltd. (CCData) announced a joint venture to provide the first ever Chinese digital TV-specific consumer insight. The research involves gauging consumers’ digital TV habits, their pattern of digital TV’s Value Added Services (VAS) consumerism, as well as treatment and viewpoint on interactive digital TV platforms. They are also working closely with cable DTV operators, media owners, content providers, advertising agencies and advertisers.
China’s full transition to digital TV and Network Convergence is expected to reach completion by 2015, and the employment of the Next Generation Broadcasting (NGB) by 2020, making it the world’s fastest growing digital media structure.
The digital technology market is an ever-growing one, causing the audience behavior to get more diverse. This entails bigger revenue potential to strive towards and reach consumers, but yet again, the full potential of this business is only attainable through the understanding of prevailing consumerism and usage habits of digital technology.
“Increased competition among advertisers gives rise to the need for more precision – in measurement and marketing.” said Mitch Barns, President of Nielsen Greater China. “Nielsen-CCData will help marketers and media companies who are looking to take full advantage of the possibilities of this new digital environment. Nielsen-CCData is a perfect example of integrating global expertise and local insights and will surely result in new value and growth for our clients.”
Initiated by the researchers at the Communication University of China (CUC), and after successfully working with Wasu and other cable system operators in China, CCdata released a suite to measure Digital TV which includes data monitoring and massive data processing. Nielsen truly has strengthened the services to the Chinese market.
Online video in China is becoming a huge trend. Digital TV will grow in tandem with online video patterns as it merges with cable TV. This indicates China’s growing influence in online video. Online video has really enabled a global market for content distribution, which will ultimately affect advertising methods, especially on a localized and mobile level.
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