now TV, CSM and Kantar Media introduce integrated cross-platform audience measurement

now TV, CSM and Kantar Media introduce Hong Kong’s first integrated cross-platform audience measurement using Return-Path Rating

A ratings system that accurately captures and reflects total cross-platform viewing in and out of home, to better represent today's new viewing patterns across TV, online and OTT

HONG KONG, December 3, 2014 – now TV, Hong Kong's largest pay TV provider, CSM Media Research ("CSM"), China's leading TV and radio audience measurement company, and Kantar Media ("Kantar Media"), a world leader in television audience measurement, have jointly announced the introduction of Hong Kong's first television audience measurement using Return-Path-Data (RPD) technology for tracking viewership of content on now TV's television, online and OTT platforms. The Return-Path Rating Service (RPR) will be the first cross-platform viewership measurement by using RPD in Hong Kong based on automated system-captured data.

now TV viewers have over the years embraced a multi-channel, multi-platform viewing behavior. Viewers not only enjoy now TV's offering of over 180 channels on a broadcast and on-demand viewing basis, they also consume this content in and out of home via now TV's companion apps. RPR Service is designed to accurately monitor, reflect, and aggregate such varied content consumption behavior amongst viewers today.

RPR Serivce utilizes data that is automatically captured by the system on a second-by-second basis, enabling more accurate monitoring of viewership across different platforms. When panelists view now TV content in-home, via set-top-boxes, or on the go with now TV's companion apps, the cross-platform viewing data will be automatically captured by now TV's network, without the need for any additional equipment being installed at the customers' premises, or customer initiation.

To deliver accuracy and to enable more detailed customer segmentation, a large panel of 2,000 samples representative of now TV's customer demographics is used for the projection of the lifestyle and consumption pattern of now TV's 1.2 million-strong subscriber base. The demographics of the individual members of the recruited households were recorded at the panel-recruitment stage. Powered by Kantar Media's RPD technology, CSM will analyze system-captured data with Kantar Media's proprietarily developed Probability of Individual Viewing (PIV) algorithm. The PIV algorithm is a statistic projection model for projecting eyeballs with RPD, basing on an array of variables of proven statistically significant correlation. Kantar Media has applied the PIV algorithm in the tracking of viewership in many other RPD services.

Variables and attributes commonly used by advertisers, media agencies and advertising agencies in monitoring viewership will be adopted in the reporting of the RPR, including Gross Rating Points (GRP), Target Audience Rating Points (TARPs) and Cost Per Rating Point (CPRP), Reach and Frequency.

Ms. Loke Kheng Tham, PCCW's Executive Vice President of Pay TV, said, "The RPR Service will more accurately reflect the aggregate viewership of now TV content across different platforms, be it in or out of home on a broadcast or on-demand basis. The large sample size of 2,000 along with automated data capturing on a second-by-second basis facilitates more accurate viewership projection, and hence more cost efficient media planning, as well as more sophisticated customer segmentation, for media agencies and advertisers."

Mr. Nick Burfitt, Global Director, Kantar Media Audiences, said, "We are delighted to be partnering with now TV and our local team in CSM to bring the benefits of RPD to the Hong Kong market. Our experience working with pay-TV operators worldwide over the last decade to deploy services utilizing our best-in-class technology will ensure that advertisers, agencies and content producers gain real and useful insights into the viewing habits of now TV subscribers."

Mr. Vincent Lam, Managing Director, CSM Media Research Hong Kong, said, "We are answering the needs for robust data and new ways of targeting audiences across different platforms. Big samples and precise ratings by second are now available for sophisticated analysis of advertising campaign impact for both big and small channels."

Kantar Media's worldwide experiences in setting up RPD services including US, Malaysia, UK, New Zealand, India, South Africa and Germany have enabled service providers to gain insights of subscriber viewing habits across various multimedia services and devices. The service also helps advertisers and media agencies utilize their advertising budget effectively to reach their target customers.

With RPR Service, now TV aims to better service its advertisers, and advertising and media agencies by offering pre-buy and post-buy analysis that is supported by a more accurate projection of the aggregate viewership of now TV's content. RPR Service reports will be available for pre-buy and post-buy analysis, on effectiveness of advertising campaigns launched on now TV, starting the first quarter of next year.

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About now TV

now TV is one of the world's largest commercial deployments of IPTV and Hong Kong's largest pay-TV provider. It is delivered by PCCW Media Limited, the multimedia and entertainment subsidiary of PCCW Limited. PCCW also holds interests in telecommunications, IT solutions, property development and investment, and other businesses.

now TV offers the widest range of local and international content on its platform in Hong Kong. Its quality self-produced content includes two news channels and a diverse line up of entertainment and infotainment programmes. This is complemented by the best of Asian and international content and brands across news, entertainment, information and sports genres including the exclusive Barclays Premier League.

now TV's premium content can be accessed through linear TV channels, on-demand and via OTT companion apps while on the move. now TV can also be enjoyed on the eye devices provided by HKT, the telecommunications business of PCCW.

To learn more about now TV, please visit http://nowtv.now.com/.

About PCCW Limited

PCCW Limited (SEHK: 0008) is a Hong Kong-based company which holds interests in telecommunications, media, IT solutions, property development and investment, and other businesses.

The Company holds a majority interest in HKT, Hong Kong's premier telecommunications service provider. HKT meets the needs of the Hong Kong public and local and international businesses with a wide range of services including local telephony, local data and broadband, international telecommunications, mobile, and other telecommunications businesses such as customer premises equipment sale, outsourcing, consulting, and contact centers.

PCCW also owns a fully integrated multimedia and entertainment group in Hong Kong, which includes a highly successful IPTV operation, now TV. As the provider of Hong Kong's first quadruple-play experience, PCCW offers a range of innovative media content and services across four delivery platforms – fixed-line, broadband Internet access, TV and mobile.

Also wholly-owned by the Group, PCCW Solutions is a leading information technology outsourcing and business process outsourcing provider in Hong Kong and mainland China.

In addition, PCCW holds a majority interest in Pacific Century Premium Developments Limited, and overseas investments including the wholly-owned UK Broadband Limited. To learn more about PCCW, please visit www.now.com.

About CSM Media Research (CSM), part of the Kantar Media network

CSM Media Research is a joint venture between CTR Market Research and Kantar Media. Dedicated to TV & radio audience measurement research, CSM Media Research offers reliable and uninterrupted rating information for Hong Kong SAR and China. CSM Media Research operates the world's largest TV & radio audience measurement panel network, covering more than 61.1 thousands households. CSM's TV audience measurement network provides data that represents the viewing of 1.27 billion people in China mainland and 6.40 million people in Hong Kong SAR. The radio network represents the listening of 1.43 billion people in China. Up to October 2014, CSM delivers data from 174 TAM panels (1 national panel, 26 provincial panels, and 147 city panels including Hong Kong SAR) which provide data independently, measuring the viewing of 1,200 unique TV channels all day, every day of the year. Meanwhile, CSM has built radio audience measurement panels in 36 cities and 3 provinces, measures the listening of 449 radio frequencies.

For further information, please contact:

Ivan Ho
PCCW
Tel: +852 2883 8747
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Kathy Chan
CSM Media Research
Tel: +852 2111 8802
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