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The history of domination in Latin America. MONROE: Let's reformulate!
Erosión y desabastecimiento,
los beneficios del biodiesel
los beneficios del biodiesel
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MEDIA
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SPECIAL SERIES
MIGRATIONS
Migrations: Routes, Dreams and Reality
Multimedia
Experts consider that TV transformation -and in most of the media- will be superior in the next three to five years that that experimented in the last fifty; for that reason the measurement systems that are currently used must significantly change too. (Photo Alvaro Gomez/Seinforma Canada)
What audience measurement methods are used in Paraguay? What would happen if what the audience sees and hears does not precisely correspond to what is indicated in traditional rating?
***
It is an Almighty, which tribute is paid to and which small screen shows depend from. TV Network stations compete ruthlessly in order to obtain a higher percentage of the audience based on measurements.
The rating is a statistical measurement system that intends to indicate the behavior of spectators when watching television. If they tell you that certain program “x” had ten points of rating, this means that the measurement systems indicate that ten percent of the audience that was watching television was watching that show.
Experts consider that TV transformation -and in most of the media- will be superior in the next three to five years that that experimented in the last fifty; for that reason the measurement systems that are currently used must significantly change too.
In spite of the criticism that arises towards the different companies that are responsible of audience measurements in our country, the rating will possibly continue being “the system of measuring what people consume.”
The rating operators
Metro is a Paraguayan company that undertakes market research studies. It operates since the year 2006. It performs TV audience measurements based on recall statistics -through phone surveys- in the area of Asuncion and Gran Asuncion.
It is currently expanding to the main cities across the country. It possesses software developed for audience data analysis of different media involved in the studies that are undertaken.
Metro allows its clients to apply filters over schedules and weekdays, among other different targets. There are reports available from June 2006. The director of Metro is Diego Aguayo, a 27 years old young entrepreneur (<http://www.metro.com.py/>)
Another rating operator is a multinational: The Brazilian Institute of Public Opinion and Statistics (IBOPE). It is established in 13 Latin-American countries and operates in Paraguay since the year 2000.
An electronic device called People Meter is used for TV audience measurement studies, which registers the identification of people that watch TV; each one must indicate their presence before the TV set through a code. That way, it records channel switching and time of permanence in each show.
Based on a micro census made in Gran Asuncion, 270 households were selected, in which the People Meters are located. The device sends a signal to a main control panel, which records the daily results. IBOPE clients can analyze the results utilizing software called Tele Report.
Carlos Vázquez, from IBOPE Paraguay, said to Seinforma that “Our system is of high reliability and accuracy. There is no human being mistake; it provides the exact rating, second after second. It measures 24 hrs a day, 365 days a year. Its supervision controls are strict for both the field work and IT.”
Will the PPM reach Paraguay?
New measurements systems are appearing in developed countries, such as the Portable Personal Meter (PPM); a device with a size similar to a beeper that each individual takes with her and collects coded information from the media she uses. The artifact automatically identifies the TV show its bearer is watching or the radio station is listening to.
The PPM adjusts to the new lifestyles. It results specially useful for analyzing and measuring the use of media by specific groups - children and young people, for example- or for capturing the audiences’ navigation behaviors through different channels, even if the user sets her attention in one of them for a couple of seconds.
It even records if the users are in vacations, in a hotel, or have been admitted to a hospital. The device would even be capable of registering the announcements that are projected in cinemas before the beginning a movie and, with specific agreements with the entertainment industry, it would be possible for PPM devices to detect the use of DVD, videogames or MP3 music files.
Standard Error and Verification Process
Mercedes Olivera, the editor of TV Paraguaya, the first specialized site in Paraguayan television, informed to Seinforma that “Audience measurement is not simply a mathematical estimate. Watching TV is a habit, and the measurement reflects the habit. But TV is a dynamic media with a fluctuant offer. Many times it does not take into account important aspects when realizing these kinds of studies.”
The consultant in research and media planning added that “There are many complex elements. Statisticians know about statistics but not about measurements. No measurement system is perfect. All have an error margin. People Meter has the advantage of having a daily record. The advantages of the surveys are that they are based on the people’s memory. Any data collecting instrument has its strengths and weaknesses. However, technology is not always a synonym of objectivity and reliability.”
For Mrs. Olivera, who is also a journalist and college professor, the most important thing is that the companies that undertake the measurements are open-minded, with a transparent attitude.
“Those processes and results can be truly verified. I believe that in certain degree, the results that are obtained reflect various aspects of reality. In the web page tvparaguaya.com, we analyze the rating, but intend to go beyond.” Mrs. Olivera affirmed to Seinforma.
* Wolfgang Streich is a paraguayan journalist with over 15 years of > experience working along NGOs in his country.
The rating is a statistical measurement system that intends to indicate the behavior of spectators when watching television. If they tell you that certain program “x” had ten points of rating, this means that the measurement systems indicate that ten percent of the audience that was watching television was watching that show.
Experts consider that TV transformation -and in most of the media- will be superior in the next three to five years that that experimented in the last fifty; for that reason the measurement systems that are currently used must significantly change too.
In spite of the criticism that arises towards the different companies that are responsible of audience measurements in our country, the rating will possibly continue being “the system of measuring what people consume.”
The rating operators
Metro is a Paraguayan company that undertakes market research studies. It operates since the year 2006. It performs TV audience measurements based on recall statistics -through phone surveys- in the area of Asuncion and Gran Asuncion.
It is currently expanding to the main cities across the country. It possesses software developed for audience data analysis of different media involved in the studies that are undertaken.
Metro allows its clients to apply filters over schedules and weekdays, among other different targets. There are reports available from June 2006. The director of Metro is Diego Aguayo, a 27 years old young entrepreneur (<http://www.metro.com.py/>)
Another rating operator is a multinational: The Brazilian Institute of Public Opinion and Statistics (IBOPE). It is established in 13 Latin-American countries and operates in Paraguay since the year 2000.
An electronic device called People Meter is used for TV audience measurement studies, which registers the identification of people that watch TV; each one must indicate their presence before the TV set through a code. That way, it records channel switching and time of permanence in each show.
Based on a micro census made in Gran Asuncion, 270 households were selected, in which the People Meters are located. The device sends a signal to a main control panel, which records the daily results. IBOPE clients can analyze the results utilizing software called Tele Report.
Carlos Vázquez, from IBOPE Paraguay, said to Seinforma that “Our system is of high reliability and accuracy. There is no human being mistake; it provides the exact rating, second after second. It measures 24 hrs a day, 365 days a year. Its supervision controls are strict for both the field work and IT.”
Will the PPM reach Paraguay?
New measurements systems are appearing in developed countries, such as the Portable Personal Meter (PPM); a device with a size similar to a beeper that each individual takes with her and collects coded information from the media she uses. The artifact automatically identifies the TV show its bearer is watching or the radio station is listening to.
The PPM adjusts to the new lifestyles. It results specially useful for analyzing and measuring the use of media by specific groups - children and young people, for example- or for capturing the audiences’ navigation behaviors through different channels, even if the user sets her attention in one of them for a couple of seconds.
It even records if the users are in vacations, in a hotel, or have been admitted to a hospital. The device would even be capable of registering the announcements that are projected in cinemas before the beginning a movie and, with specific agreements with the entertainment industry, it would be possible for PPM devices to detect the use of DVD, videogames or MP3 music files.
Standard Error and Verification Process
Mercedes Olivera, the editor of TV Paraguaya, the first specialized site in Paraguayan television, informed to Seinforma that “Audience measurement is not simply a mathematical estimate. Watching TV is a habit, and the measurement reflects the habit. But TV is a dynamic media with a fluctuant offer. Many times it does not take into account important aspects when realizing these kinds of studies.”
The consultant in research and media planning added that “There are many complex elements. Statisticians know about statistics but not about measurements. No measurement system is perfect. All have an error margin. People Meter has the advantage of having a daily record. The advantages of the surveys are that they are based on the people’s memory. Any data collecting instrument has its strengths and weaknesses. However, technology is not always a synonym of objectivity and reliability.”
For Mrs. Olivera, who is also a journalist and college professor, the most important thing is that the companies that undertake the measurements are open-minded, with a transparent attitude.
“Those processes and results can be truly verified. I believe that in certain degree, the results that are obtained reflect various aspects of reality. In the web page tvparaguaya.com, we analyze the rating, but intend to go beyond.” Mrs. Olivera affirmed to Seinforma.
* Wolfgang Streich is a paraguayan journalist with over 15 years of > experience working along NGOs in his country.
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Special REPORTS
Even though human trafficking has been included as a crime in legislations, half of the countries do not have an action plan against this crime, condemned by all but punished by few around the world. Central America and the Caribbean: the most permissible.
Even though human trafficking has been included as a crime in legislations, half of the countries do not have an action plan against this crime, condemned by all but punished by few around the world. Central America and the Caribbean: the most permissible.
The Tamil Protests:
Resistance in the Face of Genocide
Resistance in the Face of Genocide
The Rating: A Reality
or Illusion in Paraguay?
or Illusion in Paraguay?
"Immigrants in Europe live in
lowest level of society”
lowest level of society”
“New measurements systems are appearing in developed countries, such as the Portable Personal Meter (PPM); a device with a size similar to a beeper that each individual takes with her and collects coded information from the media she uses. The artifact automatically identifies the TV show its bearer is watching or the radio station is listening to.”
12/13/09
By Wolfgang Streich/Seinforma Canada Correspondent
Asuncion.- Television orbits around the rating. The rating becomes a true headache for many producers, network directors, journalists and media workers, who see how their TV shows are dying or, case contrary, going up in popularity, many times unexpected.
By Wolfgang Streich/Seinforma Canada Correspondent
Asuncion.- Television orbits around the rating. The rating becomes a true headache for many producers, network directors, journalists and media workers, who see how their TV shows are dying or, case contrary, going up in popularity, many times unexpected.
