Overnight TV ratings to become a reality

Lanka Market Research Bureau (Pvt) Limited (LMRB), who revolutionized TV audience measurement in Sri Lanka in 2004, by introducing the Peoplemeter system, is now poised to bring-in the latest technology to capture the rapidly changing TV viewership landscape in the island.

In a joint presentation with its UK parent Kantar, held at The Kingsbury, Colombo, the Kantar-LMRB team described how the new proposed digital meter would be able to capture both analog and digital signals from terrestrial as well as cable and satellite broadcasts with no theoretical limit to the number of channels that could be monitored.

Also, unlike the current system which uses frequency matching, the new meters would identify channels through audio-matching. To crown it all, with data being downloaded via GPRS, overnight TV ratings would become a real possibility.