New tech to analyse TV viewing habits

Friday, September 4 2009, 13:36 BST

By Andrew Laughlin,

NDS has partnered with TNS Media Research to develop new set-top-box (STB) technology which can track the TV habits of individual viewers.

Known as RPDi, or Return Path Data individual, the new technology is based on the existing NDS dynamic audience measuring system. It provides TV operators with data on both individual and household viewing habits to help them gain a greater understanding of overall audience behaviour.

Designed as an easy-to-use application, the system enables participating viewers to identify themselves with the remote control and then add additional guests who are watching programming with them.

Gideon Gilboa, NDS senior product marketing manager for advertising solutions, said: "Operators are turning to STB measurement because it allows them to truly understand the behaviour of their subscribers, providing rich data not available from traditional measurement methods.

"This includes niche channel viewing, time-shifted TV and interactive usage. To date, this has mostly been reported on a household level, but with RPDi customers can have the best of both worlds: rich STB data and strong individual level reporting to improve their business decisions and advertising sales."

Nick Burfitt, TNS Media Research global head of return path data, said: "RPD is becoming a standard tool among TV operators in developed markets for driving strategic decisions related to their business.

"Enriching this tool with individual viewing data adds key information on audience demographics and composition. RPDi is a cost-effective way to bring this functionality to the STB."

The two companies will showcase the new RPDi system at IBC 2009 next week in Amsterdam