MEDIACOM China and Hong Kong has signed an agreement with SRG Nielsen China to launch China's first television research company.
The joint agreement represents a multi-million-dollar investment by both companies.
Mediacom will provide the majority of the funding and SRG will supply technical skills.
The project represents the first comprehensive survey of television audiences in China. Previously, information was collected through ad hoc research or through individual television stations.
Viveca Chan, chief executive officer of Mediacom, said there had been talk within the industry to start such a service but the lack of financial commitment had thwarted its development.
'Mediacom has said it is going to be the media expert. Because China is the area of focus for us, we are investing in the country and its future.' With a database to draw from, the project will provide a planning tool for advertisers and media planners. It will indicate when and who is watching.
