Dubai: A Dubai Government-owned entity has become the first media company in the region to deploy the latest technology in monitoring TV audience behaviour and viewership trends.
Dubai Media Incorporated (DMI) launched the mobile survey in two primary markets, the UAE and Saudi Arabia, due to their peak smartphone penetration rates of 80 and 200 per cent respectively. The other factor was the high TV viewer ratings that already exist in these two markets.
In addition, “this technology is the most interactive among other technologies, as it allows survey participants to take pictures of the programmes or channels they are watching at the time of taking the survey, which highlights the credibility of this method,” the company said in a statement.
“We, at Dubai Media incorporated, are determined to identify and implement new and ‘smarter’ ways to learn about the target demographics, which will allow us to understand our audience TV consumption behaviours in order for us to offer them better content,” said Mariam Al Afridi, Director of Marketing and Corporate Communications. “We are always keen on monitoring the opinions of our audience as well as their desires and expectations, so that we can adapt to their needs.”
The survey was launched on a big scale, allowing DMI to attain precise results in quick turnaround times. Survey participants reveal “valuable insights into real time TV consumption — namely, what they are watching and why they are watching certain programmes or channels,” the statement added.
“The technology is easy to use, able to access a large number of people and can deliver results in live time. It provides accurate data and gives instant feedback, anytime and anywhere, and enables DMI to better adapt to the market and its needs.’
Al Afridi said, “Mobiles phones allow participants to respond to questions from the comfort of their homes at their convenience. The quick turnaround, accuracy and transparency this method provides are key to us. It will enable us to respond to the new trends and audience viewership habits more effectively and quickly.”
