asiCast 26 – Chris O’Hearn on TAM challenges

In this asiCast we explore some of the problems associated with television audience measurement that are often overlooked. The complex demands that now need to be met often involve many parties engaging in a collaborative approach. Measurement has become a team game that requires a great deal of project management. Leaving aside the complexities involved, it is sometimes too easy to lose sight of the people the research depends upon and a one size fits all approach doesn’t take account of markets with very distinct cultural differences. Aside from anything else, these can often give rise to serious compliance and panel management issues or even definitions as to what constitutes a household. Ahead of the asi APAC Television Conference next month, Research Director Richard Marks talks to Chris O’Hearn of 3M3A about some of the problems he encountered whilst setting up a TAM service in the UAE.