asiCast 49 – Launch of the first Total Video Currency in Denmark

Over the last few years delegates to our International Television & Video conference have been tracking various initiatives from around the world seeking to produce a reliable measure of video consumption on- and off-line. Last November in Budapest the conference heard of the plans Denmark had to launch the first TAM service to introduce a total video currency to the market. You can see video of Frank Klausen, Director of Kantar Gallup, and Alexander Nielsen, Chair of the TAM Steering Committee in Denmark, outlining the plans here. (You can also see the deck for this paper here.)

There were those who doubted whether this ambitious target would be met and in this asiCast our Research Director, Richard Marks, discusses with Alexander Nielsen how the project is progressing. Whilst there seems increasing consensus that a hybrid approach is the way forward, unusually this Danish initiative involves four component elements and Alexander explains why this distinct approach was adopted by the Steering Committee. What seems clear from the Danish experience is that the determination and unity of purpose of all broadcasters involved in developing the service is essential to the success of such an initiative.

The reward comes in the very positive response to what was a clearly expressed demand from the marketplace for reliable total video metrics.

To listen to the interview, just press play below or click here.

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