Through an agreement between the Information Technology and Communications Ministry (MinTIC) and Kantar Ibope Media, Colombia’s regional public channels will have a new system available that will allow them to control the audience for digitally consumed broadcasts. The project will start during the first half of the year.
The Kantar Ibope Media tool is called Extended TV, and will allow to know the number of users who watch audiovisual content of public channels on the Internet, the detail of which screens are the most used and the amount of total minutes that contents are watched. The channels involved in the agreement include Señal Colombia, Canal Trece, Canal Capital, Teleantioquia, Telecafe, Telecaribe, Telepacifico and Canal TRO (Television Regional del Oriente).
‘This is a collaborative project with the regional public channels and the MinTIC, who want to collect information that can be translated and analyzed to know and understand their audiences. It is a key step in the audiovisual industry evolution in the country, where Colombians will be the most benefited. Audience measurement on all platforms and services has never been so necessary. We could not be at a better time to do it’, said Carolina Ibargüen, Managing Director at Kantar Ibope Media. As the company officially reported, the tool will allow these channels to ‘have access to new video consumption information on different screens, to complement and contribute to the creation of integrated and much more complete strategies, which will increase their competitiveness within the market ”.