| Customers: Infocomm Media Development Authority (IMDA) Government and social institutions Contractors: GfK Group Project date: 2019/01
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At the end of January, 2019 the state agency IMDA which in Singapore regulates the industry of information and communication technologies and media started the SG-TAM system which is keeping track of activity of TV viewers on all devices including smartphones, tablets and computers. These data are designed to help broadcasters and advertisers to estimate the audience and to optimize distribution of programs.
A system was created by GfK Group company in 2016, however it separately traced audience which sits at the TV, and the audience using other digital devices. The updated SG-TAM system will provide official data on activity of television audience in Singapore. These integrated data will allow the television companies to distribute content for the different audience using different devices, and will provide to advertisers base for the analysis and distribution of target expenses.
The chief manager on work with clients of Mediacorp Irene Lim noted that the modern audience obtains multimedia data from a broad spectrum of devices. Referring to data of the updated system, IMDA announced that at least 80% of the audience monthly browse media content from the smartphones. It is known that viewing media content on smartphones increased from 23 to 32 minutes a day from January to November, 2018. Thanks to the integrated data of SG-TAM such television companies as Mediacorp, can objectively estimate viewing telecontent by different audience and respectively change tactics of its distribution.
IMDA reports that data will be available to subscribers of SG-TAM within three working days after the planned telecast on the linear platform. A system traces the audience on different online platforms, including Channel NewsAsia, 8world, Berita, Tamil Seithi and Mediacorp's Toggle.
IMDA stated that by the end of January, 2019 it conducts negotiations with other telecasters and owners of online platforms.[1]
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