Tamsminutes/TAMS COUNCIL Minutes 20 MAY 2010

TAMS COUNCIL 20 MAY 2010

Association Incorporated under Section 21 Reg. No. 73/1617208

MINUTES OF THE MEETING OF THE SAARF TELEVISION AUDIENCE MEASUREMENT COUNCIL HELD ON THURSDAY 20 MAY 2010 AT 14h30 AT THE SAARF OFFICES, 54 QUEENS ROAD, BRYANSTON

1. PRESENT

The following council members were present at the meeting:

Apologies were received for the following council members:

The following council members were absent without apology:

1. APPROVAL OF THE MINUTES OF THE MEETING OF 8 APRIL 2010

The minutes of 8 April 2010 were approved and signed.

1. FINALISING OF THE AGENDA

A convergence panel discussion and a special TAMS Council meeting was included under AOB.

1. TV QUESTIONS ON AMPS

The following amendments have been made to the TV section of the AMPS questionnaire (see attachment):

• C1 and C2 have remained unchanged. Nielsen Media Research will release a code for “At least 1 working TV in Household” in future.
• C3 is a new filter question asking about pay-tv services. Multiple answers are allowed. The respondent will be directed to further questions depending on their answer.
• C4 has remained as is and DStv Lite has been included as an option.
• C5 has been amended to specify that “these are other cultural DStv services for which you need to pay extra i.e. over and above your regular DStv subscription.” Analysis of 12 month data has shown respondent confusion regarding this question. This data will be cleaned in the editing process.

Zee TV will be included in the list of channels for the North Indian Bouquet.

• C6 – C10 remain unchanged.
• C11 is the new Top TV bouquet question.
• C12 is the new Top TV decoder question.
• C13 has been amended slightly. Instead of specifically listing vivid as an option the question now only allows for a “no” or “yes, please state”.
• Viewership questions – currently we do not measure viewership by platform. Respondents are shown a total list of all channels they could possibly view and asked to select the ones they view. The introduction of Top TV makes this list extremely long and opens the potential for confusion between similarly named channels. For AMPS 2010B respondents will only be shown the TV channels for the platforms they have access to in their homes with the additional option for “other state”. Zee TV will be removed from the main list and included with the other cultural bouquet channels.
• Anton Haupt from Softcopy made a request to include a question on AMPS to determine the genre of programmes viewed by respondents. The council turned down this request as this information can be gained from TAMS.

1. TIME SHIFTED VIEWING (PVR)

(See presentation)

Currently 120 PVR households have been installed. These households have been selected to be fully representative of the urban areas in South Africa.

1. PANEL STATUS AND VIEWING TRENDS

(See presentation)

Universe Update

The universe update will be done on 2 August 2010. This update will incorporate the new age groups. The RIMS will only be changed at the January 2011 universe update to allow time for testing.

RIM Weights

If was felt that the proposed new RIMS need to be re-evaluated to ensure that they are in line with the purpose for weighting (to correct for skewed sample and take variables into account that impact on viewership).

Other Channel Grouping done by AGB

The decision was taken to continue the way we are now. When the channels being released change AGB NMR sends an updated channel list to SAARF which is then emailed to all TAMS software providers.

1. DATE OF SOFTWARE HOUSES TO COMPLY WITH “GOLD STANDARD RULES”

SAARF and the TAMS software providers will have another meeting to discuss the finer details of the gold standard rules and then come to the council for approval.

1. AOB

Convergence Panel

AGB NMR is planning on measuring the internet usage and video streaming of their PVR panel and would like to do the same on the SAARF panel. They estimate that approximately 350 SAARF panel households have PCs.

Special TAMS Council Meeting

A special TAMS Council meeting will be held on 7 June 2010 at 14:30.

Brenda Wortley will take the council through the progress of the DStv i-panel and show us some results.

Chris Eyre will talk about panel convergence (measuring PC & laptop internet usage & video streaming).

1. NEXT MEETING

The next six TAMS Council meetings will be held on the following dates:

• 7 June 2010 (Special TAMS Council Meeting)
• 24 June 2010
• 29 July 2010
• 9 September 2010
• 14 October 2010
• 18 November 2010

Signed as a true record of the proceedings on this ………day of………………………..2010.

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Signature

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54 Queens Road, Bryanston P O Box 98874 Sloane Park 2152

Tel: (011) 463-5340/1/2 Fax: (011) 463-5010 / 0866 353 592 e-mail address: Website: http//:

Directors: L Benjamin; R Chalmers; C Daniels; S F du Plessis (Chair); Q Green; P Haupt (Dr) (CEO); N F Holdsworth; L Holley; T Mulaudzi; P Middleton; L Siso; T Stafford; B Wortley