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01 March 2024

E-vision moves to measure viewership

Humaid Rashid Al Sahoo Al Suwaidi, CEO of E-Vision (SUPPLIED)

By Dima Hamadeh

E-vision is taking steps to introduce a TV audience measurement service, which is likely to be ready and operational in the second quarter of 2009.

Humaid Rashid Al Sahoo Al Suwaidi, CEO, E-vision, said: "Audience measurement is a project that we are introducing. It will be done automatically, transparently and without any interference. We have been working on it for a year and is currently in its final stages."

E-vision will come up with a business plan to utilise this service to better cater to TV channels in its bouquets, helping them fine tune their programming and attract more viewership and consequently their advertising.

E-vision has more than 150 advertisers on its exclusives, e-masala, e-view and e-junior.

"Our advertisers have not backed out yet. In fact, they are increasing," said Al Suwaidi.

Currently, E-vision controls a 60-per cent market share with more than one million viewers, across 70 per cent of the UAE.

About the new video-on-demand service (VOD), launched at the on-going CabSat exhibition, Al Suwaidi said the service was also up to advertising opportunities. "Video on demand attracts a large audience across all categories, including Arabs, Asians and Westerners.

"When it comes to advertising on VOD, we have to be very careful. Being a totally interactive service, viewers have the option to forward or skip advertisements. It would not make sense to use the traditional model, considering viewers will subscribe to this service to receive ultimate entertainment without interference. We are considering other models, however, such as sponsorships or branded TV programmes."

"We intend to capitalise on both our usual packages and the new VOD to generate revenue. "

The launch of the video-on-demand sees a growing trend worldwide, expected to penetrate more than 900 million homes worldwide by 2012, comprising 78 per cent of the world's TV households, according to a research conducted by Informa Telecoms and Media.