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–
Expert comment on new TV ratings system –
The first television ratings to count “Time Shift Viewing” – picking up the shows
people record and watch later – will be released by ozTAM later today.
RMIT University academic Dr Vincent O’Donnell said the measurement and
reporting of “Time Shift Viewing” data was the most significant change to Australian
television audience measurement since the introduction of People Meters.
“The attempt to measure the impact of time shift viewing is a response to the
increasing use of personal video recorders,” Dr O’Donnell said.
“The new ratings system will more accurately capture the audience numbers of any
program, the more obscure and cult shows that are banished into the dead hours
late at night as well as popular programs on rival channels scheduled in an attempt
to compel an audience to choose one over another.
“While VCR’s have long allowed us to tape shows and watch them later, new
technology such as TIVO and pay TV recording services make it even easier for us
to decide what to watch and when.
“And these recording technologies are now legally sanctioned since amendments
to the Copyright Act (1968) were passed by the Howard Government.
“Considering that most people fast forward through the ads, the new ratings
measurements will challenge advertisers – and television stations – to move past
the old commercial advertising models and find new ways to reach audiences.”
Dr O’Donnell is an honorary fellow in RMIT’s School of Media and Communication,
a past president of the Producers and Directors Guild of Victoria and former
executive producer at Film Victoria.
He is available for interview from 13 January.
For interviews: RMIT University’s Dr Vincent O’Donnell, (03) 9925 3028 or
0400 009 243.
For general media enquiries: RMIT University Communications, Gosia
Kaszubska, (03) 9925 3176 or 0417 510 735.
12 January, 2010
NEWS 
