2009-06-11
China Is on Her Way to A \"Three-Screen Study\"
Mr. Li Ruigang, CEO of Shanghai Media Group, once said that "we should make the best use of every media project we launch by thinking of we can establish an efficient value chain and achieve integrated operations at multiple platforms."
The field of media is constantly changing and expanding, and TV, network and cell phones are gradually coming together in what is being called "three-screen integration". This poses new challenges for Nielsen, a company that tracks international media ratings all over the world.
Jonathan Meyer, president of Nielsen Media Research (China), is leading his company\'s efforts to build cooperation between local media, advertising companies, publisher and other companies in the field.
In an interview with Meyer, who attended a "Baiyulan" seminar yesterday, he commented that China is well on the way to having a successful "three-screen study".
Daily News: We have seen that new media is making phenomenal progress in China. We talked about the integrated benefits of TV, network and mobile video at the seminar today. What strategic adjustments is Nielsen making in China in response to this new situation?
Jonathan Meyer: The answer is simple: we are following the development of video. Nielsen is making new efforts to know more about the consumers and promote the transition from 2G era to 3G era. Our mission here in China is to boost research on new media, such as IPTV, and three-screen integration. We will provide tailored services for the local customers who are quickly becoming well-versed in this new business environment.
Daily News: As we all know, "three-screen study" has long been popular in the USA. When as it first started? What plans does Nielson have for China\'s "three-screen study"?
The field of media is constantly changing and expanding, and TV, network and cell phones are gradually coming together in what is being called "three-screen integration". This poses new challenges for Nielsen, a company that tracks international media ratings all over the world.
Jonathan Meyer, president of Nielsen Media Research (China), is leading his company\'s efforts to build cooperation between local media, advertising companies, publisher and other companies in the field.
In an interview with Meyer, who attended a "Baiyulan" seminar yesterday, he commented that China is well on the way to having a successful "three-screen study".
Daily News: We have seen that new media is making phenomenal progress in China. We talked about the integrated benefits of TV, network and mobile video at the seminar today. What strategic adjustments is Nielsen making in China in response to this new situation?
Jonathan Meyer: The answer is simple: we are following the development of video. Nielsen is making new efforts to know more about the consumers and promote the transition from 2G era to 3G era. Our mission here in China is to boost research on new media, such as IPTV, and three-screen integration. We will provide tailored services for the local customers who are quickly becoming well-versed in this new business environment.
Daily News: As we all know, "three-screen study" has long been popular in the USA. When as it first started? What plans does Nielson have for China\'s "three-screen study"?
Jonathan Meyer: It was started during last May in the USA, but we haven\'t yet set a starting date for China. We\'re still in discussions with TV stations and advertising companies for the information we need to fuel the "three-screen study" in China.
Daily News: Why is there such difference between America and China? What are the prospects for "three-screen study" in China?
Daily News: What are the differences between traditional TV surveys and three-screen study?
Daily News: TV, network and mobiles have been integrated in outdoor media and within public transport systems like buses and metro stations. How are you going to track ratings for outdoor media?
Daily News: Why is there such difference between America and China? What are the prospects for "three-screen study" in China?
Jonathan Meyer: The American market is just much more mature. At present, we are doing research on Chinese market, and we are happy to see that the media consumption in China is blossoming. I believe China will be the second market for three-screen integration.
Daily News: What are the differences between traditional TV surveys and three-screen study?
Jonathan Meyer: We will install systems similar to what we have in TVs onto cell phones, both 2G and 3G. Traditionally, a household only had one screen, a TV. Now, they\'ve got three. Our client PNG, for example, wants to know how much they should advertise on each medium.
Daily News: TV, network and mobiles have been integrated in outdoor media and within public transport systems like buses and metro stations. How are you going to track ratings for outdoor media?
Jonathan Meyer: As a matter of fact, we are closely following outdoor media. We are providing services for outdoor media, including TOWONA. Some outdoor conferences held in Asia are already benefiting from our research results.
State Administration of Radio and Television
