VTVratings: A system of public and transparent audience measurement indicators

(CLO) On the morning of March 20, the Ceremony to announce the VTV audience measurement index system - VTVratings took place in Quy Nhon, Binh Dinh within the framework of the 42nd National Television Festival.

Attending the announcement ceremony were Mr. Le Quoc Minh - Member of the Party Central Committee, Deputy Head of the Central Propaganda and Mass Mobilization Commission, Editor-in-Chief of Nhan Dan Newspaper, Chairman of the Vietnam Journalists Association; leaders of the Central Propaganda and Mass Mobilization Commission, Vietnam Television, leaders of Binh Dinh province and television workers, delegates attending the 42nd National Television Festival nationwide.

With the development of the Internet and digital television platforms, the audience's TV viewing habits and methods have changed a lot. This raises an urgent question: How to accurately measure TV viewing behavior? How to have an effective content strategy that meets the audience's needs? VTVratings was born - the answer to these questions.

Delegates attending the Ceremony to announce the VTV audience measurement index system - VTVratings. Photo: VTV

VTVratings is a set of indicators that measure television audiences on multiple platforms, using multi-source data on audience viewing behavior with VTV's television channels and platforms. As a result of the measurement method applying Big Data technology and data science, VTVratings is an inevitable step forward to help Vietnam Television catch up with modern media trends.

The method of measurement using research samples has been widely used for many years, but has now revealed some limitations: Data updates are slow and do not fully reflect the viewing habits of modern audiences. Currently, VTVratings - with multi-source data and real-time updates, brings high accuracy, transparency and comprehensiveness.

Not only is VTV strategic, VTVratings is expected to bring great value to local television stations. The accurate and up-to-date index helps assess the attractiveness of each program, creating a reliable foundation for important decisions.

In an increasingly competitive media market, audience measurement data has become a key factor in helping agencies and brands plan effective strategies. Vietnam Television's provision of VTVratings indexes will create an additional source of reliable data, directly serving the planning and evaluation of the media effectiveness of advertising campaigns.

VTVratings creates a solid foundation, opening up new opportunities in content personalization, advertising optimization and media trend prediction. In the future, the system will continue to develop with AI technology, advanced data and in-depth analysis, helping Vietnam Television continue to affirm its position in the digital media industry.

Delegates pressed the button to officially launch VTVratings - VTV's audience measurement index system. Photo: VTV

VTVratings is the result of close coordination between units of Vietnam Television and partners, with the goal of providing data to the public in an open - transparent - accurate and completely free manner. This is not simply a story of data, but also a story of innovation, adaptation for development... of the entire modern television ecosystem.

VTVratings - A system that measures the number of viewers watching VTV content on television and digital platforms. Data is collected from various sources, including traditional television systems, Smart TVs, OTT platforms and Internet-connected devices. As a result, VTVratings accurately reflects the audience's television viewing habits.

Mr. Nguyen Thanh Lam, General Director of Vietnam Television, said that digital space has been and is the most important space, users not only watch the content of television and newspapers but also do many things on it. With that trend, VTV has developed the VTVgo platform with the support of the Department of Radio, Television and Electronic Information. After a period of application, VTVgo has been available on smart TVs.

“With the coverage of VTVgo, up to now, VTVgo has had more than 50 million downloads, more than 100,000 new downloads each week, with about 9 to 10 million monthly users. Of which, nearly 1 million people access via smart TVs. This will generate a huge amount of data, it would be unreasonable to have data that we cannot process and analyze, but only follow the traditional measurement method of the past. With the VTVratings system, all data is clearly and reliably statistically analyzed, scientifically analyzed, detailed, and accurate. VTVratings meets the requirements for data samples and predictions, all information ensures the criteria of “correct”, “sufficient”, “clean” and “alive” , Mr. Nguyen Thanh Lam shared.

Previously, the popular measurement method was based on Panel - a randomly selected group of representative households and installed with People Meter devices. This device collects data on television viewing of a sample of viewers, then calculates to estimate the total audience. This method has the limitation that the data is updated slowly - not immediately reflecting the audience's viewing habits in real time.

To overcome this limitation, VTVratings uses Big Data from many sources, including Smart TV, OTT platform, digital TV system and transmission signals from terminal devices. This system collects data in real time, processes it with AI technology and analyzes it in depth.

Source: https://www.congluan.vn/vtvratings-he-thong-cac-chi-so-do-luong-khan-gia-cong-khai--minh-bach--chinh-xac-post339310.html