Colombia. Thanks to an agreement between MinTIC and Kantar IBOPE Media, regional public channels will have a system that will allow them to measure the audience for broadcasts consumed digitally.
Señal Colombia, Canal Trece, Canal Capital, Teleantioquia, Telecafé, Telecaribe, Telepacífico and Canal TRO will now have the Extended TV service implemented by Kantar Ibope Media. This tool will allow them to have access to new information on video consumption on different screens, to complement and contribute to the creation of integrated and much more complete strategies, which will increase their competitiveness within the market.
This solution provides important information for channels, allowing them to know the total consumption in minutes of television and digital content, as well as knowing with certainty the type of digital platform that audiences are using to access certain content.
Through a process of labeling the programs by the channels and with the accompaniment of Kantar IBOPE Media, the channels will be able to know the behavior of their 'live streaming' content on different digital platforms, adding to the minutes of linear television.
"This is an opportunity to bring Colombians closer to public television. The objective of the regional channels is to reflect the identity and interests of the population and with the modernization of the media, it is important to take into account those who consume content through digital platforms, "said the Deputy Minister of Connectivity and Digitalization, Iván Antonio Mantilla Gaviria.
The results will allow the channels to design successful strategies for interaction with the consumer, as they allow a deeper understanding of their dynamics and habits of video consumption on different platforms.
According to Carolina Ibargüen, managing director of Kantar IBOPE Media, "this is a collaborative project with regional public channels and MinTIC, who want to take the initiative to collect information that can be translated and analyzed to know and understand their audiences. It is a key step in the evolution of the audiovisual industry in the country, where Colombians will benefit the most. Audience measurement across platforms and services has never been more necessary; we couldn't be in a better time to do it."
This project will start during the first half of this year.
