SINGAPORE – 03 APR 2014
MDA will be working with local broadcasters to put together national data on local media consumption across free-to-air (FTA) TV, cable TV, IPTV, online and mobile platforms, or in short “Television Audience Measurement (TAM) Data”... Read more
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What it is: An integrated national data system that measures local media consumption across all audio-visual content platforms, including broadcast TV, online and mobile, or in short “Television Audience Measurement (TAM) Data”.
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Why the need: To keep pace with the phenomenon of media convergence, growth of digital broadcast and changing TV consumption habits in Singapore.
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Who benefits:
- Content creators and carriers: A common consumption currency that will help content creators and carriers to understand how well their programmes fare across TV and other platforms, allowing them to tailor their content and platforming to suit the tastes of local audiences. -
How it will be implemented: For a start, MDA will be working with local broadcasters to develop the specifications for the measurement of the national media consumption data, following which a tender will be called by third quarter 2014.
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When it will be ready: Results of the tender will be announced by fourth quarter 2014. Data is expected to be ready for use by January 2016, even as a parallel trial is conducted in 2015.
- Local audiences: Can look forward to even better quality local programmes across TV, online and mobile platforms
MDA will be working with local broadcasters to put together national data on local media consumption across free-to-air (FTA) TV, cable TV, IPTV, online and mobile platforms, or in short “Television Audience Measurement (TAM) Data”.
Keeping pace with changing media consumption habits
2 The re-design of TAM Data is motivated by the need to keep pace with the growth of digital broadcast and changing TV consumption habits in Singapore. While free-to-air (FTA) TV remains important with its wide national reach, in today’s media environment, local audiences are also viewing content on multiple platforms.
3 According to the Media Consumer Experience Study 20131, over the past two years from 2011 to 2013, Singapore’s consumption of content2 on TV, online and mobile platforms has grown by almost 7 hours per week, from 22.8 hours to 29.4 hours. In particular, the hours spent accessing media-related websites on the Internet almost doubled from 6.8 hours per week in 2011 to 12.9 hours per week in 2013.
4 Local broadcasters MediaCorp, StarHub and SingTel have also successfully launched their second screen offering (namely Toggle, TV Anywhere and Mio TV Play) and expanded their content offerings beyond traditional platforms, offering viewers with interactive entertainment content and services on multiple platforms anytime, anywhere.
5 Efforts to build strong local content that can engage Singaporeans can no longer rely on traditional TV alone, and there is a need for a national database which effectively captures media consumption across all media platforms via which Singaporeans access TV content, including online and mobile.
Developing even more compelling stories for Singaporeans
6 The TAM Data, measured in viewership ratings and reach, will provide a common consumption currency for content carriers (such as broadcasters) and creators (such as independent production houses) to better understand whether, where and how their productions are reaching and engaging local audiences. Data can also be further broken down into genre, channels, platforms, demographics, time of the day and many types of other analysis which can provide even more valuable market insights.
7 In this way, the ground-up feedback direct from the market will help content carriers and creators in tailoring their content and platforming to suit the tastes of local audiences, and aid in the creation of even more compelling stories for Singaporeans.
8 For local audiences, this means they can look forward to more information on TV programmes, and better quality programmes which resonate with them. For the Government, this will aid in its continuous efforts to improve the quality and reach of Public Service Broadcast3 programmes.
When TAM Data will be ready
9 MDA will take the lead in designing and commissioning the set-up of the TAM Data, which will be funded by MDA. For a start, MDA will be working with the local broadcasters to develop the specifications for measurement of national media consumption.
10 A tender will be called by third quarter 2014, with results announced in fourth quarter 2014.
11 Data is expected to be ready for use by January 2016, even as a parallel trial is conducted in 2015. Interested broadcasters and media companies will be able to subscribe to the data services. Further details will be released by early 2015.
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1The Media Consumer Experience Study aims to study consumer feedback on various aspects of the media content and services across broadcast, print and online platforms. For more information, please refer to http://www.mda.gov.sg/AboutMDA/ResearchAndStudies/Pages/MediaConsumerExperienceStudy.aspx
2Approximate total time spent on watching TV and media related websites etc, not including time spent on other activities such as pay-TV and print newspapers.
3Public Service Broadcast (PSB) programmes play a significant role in contributing to Singapore’s nation-building objectives to foster a cohesive, inclusive and informed society. PSB programmes promote national values; celebrate the Singapore identity, culture and heritage; stimulate knowledge and learning; and foster an informed society. For more information, please refer https://www.imda.gov.sg/how-we-can-help/public-service-broadcast
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