SMMC to participate at 4th Saudi Media Forum

25/11/2014 06:28 AST

SAUDI Media Measurement Company (SMMC), the nation’s first television audience measurement company and Gfk, an international research firm, have announced their participation at the Saudi Media Forum. The two-day event, which is due to kick off on Wednesday (Nov. 26) in Jeddah will look at the fast pace evolution of the Kingdom’s media industry.

Earlier this year GfK was commissioned by SMMC to set up the country’s first-ever electronic system for tracking and analyzing TV usage. Working closely with GfK, Saudi Media Measurement Company (SMMC) aims to highlight the growing need for a system that measures audience behaviors. The results will ultimately benefit and inform viewers and consumers, who will potentially view tailored content that is relevant to them and their interests.

Mohamed A. Fal, Chief Executive Officer, Saudi Media Measurement Company, said “we are delighted to participate in this prestigious event, which provides a platform for Saudi Media Measurement Company to address professionals of the industry. Saudi Media Forum allows us to highlight the importance of a transparent audience measurement system that not only stands to benefit the audiences but also advertising agencies, media buying agencies, independent producers, film makers and media industry at large.”

Omar Al- Arabi, TAM Project Manager will address the forum on Thursday with a presentation entitled “The Future of Audience Measurement in Saudi Arabia.” He will provide insights into the current system, which takes elements from international institutions such as GfK.

This will be followed by a panel discussion with Mohamed A. Fal and Omar Al-Arabi, Stefan Raum, Global Head, Audience Measurement & Insights, GfK and Tarek Ammar, Member of the Board, GfK MRME. The discussion will be moderated by Imad Rihan, Planning Director at ICOM Saudi Arabia.

Gerhard Hausruckinger, Chief Operating Officer and Member of the Management Board of GfK, will address participants during the welcome speech.

Agreed earlier this year, Gfk will set the project across the entire territory of the Kingdom of Saudi Arabia to capture TV usage with electronic devices. The data and software provided by GfK will enable SMMC to deliver a representative picture of live and time-shifted TV consumption, which will be the basis for a single TV media currency in Saudi Arabia. The data delivery is expected to start in 2015.

Saudi Gazette