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Kantar hires KL-based client services manager for fledgling TV measurement system DTAM

Hui

Hui

Kantar, which recently set up one of the region’s most advanced TV audience measurement systems for pay-TV giant Astro in Malaysia, has hired a client services manager to run the relationship.

James Hui is Kantar’s first front of house employee since the Dynamic Television Audience Measurement, or DTAM, service was established in July, and adds to a small team of technical staff already in place in KL.

He joins the company after a decade working with Nielsen, which runs Malaysia’s TAM TV measurement service, and starts today.

DTAM is now being marketed to the industry, with the intention of encouraging other broadcasters and media agencies to use the fledgling measurement system, which uses return path data from peoples’ digital set top boxes to record viewing behaviour.

DTAM was born out of frustration with TAM, which Astro has repeatedly criticised for not fairly reflecting the market and producing erratic ratings due to a low sample size. TAM uses the traditional diary measurement method.

At the CASBAA Convention last year, Astro COO Henry Tan described TAM as “flawed”. He wants DTAM to be adopted as a new industry standard for TV ratings in Malaysia.

“We didn’t do this is just for Astro,” he told Mumbrella in an interview in August. “We did it because it’s time to have an accurate measurement system that is reflective of changing TV consumption, it’s as simple as that. Truth be told, someone had to kick start this. The industry would just keep talking and nothing would happen.”

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