By DITA DE BONI
The Peoplemeter system of monitoring the preferences of television viewers is about to enter the digital age.
From mid-year, 30 subscribers of Sky TV's digital satellite pay service will join the 440-home panel of Peoplemeters.
A system developed by ACNielsen to provide the new data allows the equipment to
identify channel tuning directly from the Sky TV set top box.
The technology can "add back" - into analogue channels - any simulcast digital viewing. The combined data, which provides a clearer snapshot of viewing preferences, also forms the basis of advertising rates.
Bruce Wallace, executive director of the Television Broadcasters Council, said the move recognised the fact that 9 per cent of homes were now connected to Sky digital.
"The composition of the viewing panel changes constantly to reflect the dynamics of the television industry. In recent years this has included measurement and reporting of TV4 and Prime."
The new data will be available at no extra charge to existing agency subscribers, including the two main free-to-air broadcasters.
