The National Media Board, which was inaugurated on May 29, announced the introduction in Uzbekistan of a television audience measurement system.
According to the published data, currently Uzbekistan’s television advertising market is estimated at US$ 22 million, and advertising cost per capita is only at 0.5-0.7 dollars. Among the world's top 20 advertisers, only six companies are present in the country's media market. For comparison: in Ukraine there are 12, in Russia and Kazakhstan - 16.
Among the reasons of lack of interest of advertisers to the Uzbek television is low content quality and legislative restrictions. According to law, there should not be more than 6 minutes of advertising per hour of broadcast, in the US - no more than 16 minutes, in China - 12, in Kazakhstan, Russia and European countries - 9. Another reason constraining the TV advertising market is the lack of audience measurement system, that is rating.
The National Media Board held a tender for setting up of a television audience measurement system in Uzbekistan. Such companies as GFK, Nielsen, Atmosphere Group and Kantar TNS were invited to bid, with Kantar TNS winning the tender.
According to the technical assignment, the research will be conducted in 18 cities of Uzbekistan in two stages. with People Meter Technology to be used.
"We want a modern and internationally recognized rating measurement system in Uzbekistan. The system will provide accurate report on programs that viewers watch," said Asadjon Khodjaev, chairman of the supervisory board of the National Media Board.
According to him, nowadays national and international advertisers are investing in Uzbekistan's television market without reliable viewership statistics in hands. The new system will help make the market more transparent and reveal the market share of TV channels and programs, which will definitely be of interest for advertisers.
"Within two years from introduction of People Metering, the television market is expected to double," Ravshan Djuraev, chairman of the National Media Board, said.
Today in Uzbekistan there are more than 40 TV channels, 14 of them are parented by the National TV and Radio Company of Uzbekistan, 13 regional and 15 private.
