The South African Advertising Research Foundation (SAARF) who compiles TV ratings in the country is holding a TV Information Forum early in 2010 to discuss very important industry information regarding TV ratings and the new factors influencing TV viewership.
''The television scene in South Africa is changing rapidly,'' says SAARF CEO, Paul Haupt. ''In order to aid the industry in unpacking the implications of these factors, an TV Information Forum will be held.''
The TV Information Forum (attendance is free, but registration is necessary) will take place in Johannesburg (20 January), Durban (21 January) and Cape Town (22 January).
Paul Haupt calls the TV Information Forum ''a crucial session'' and says that it's essential for key senior industry players to attend ''to understand the various factors'' that is now having a far reaching influence on TV ratings in South Africa.
Some of the factors that will be discussed and that's having a seismic impact on TV ratings (AR's) are:
* More TV viewers switching from the free to air channels to pay TV (especially because of MultiChoice's cheaper DStv Compact offering).
* The growth in the amount of TV households who watches and uses a PVR (digital personal video recorder) which enables time-shifting and fast forwarding over ads.
* The transition to digital terrestrial television (DTT) and the process of digital migration in the country.
* The effects of heigtened airtime demand pre- and post the Soccer World Cup tournament in 2010.
* A possible dip in the amount of female TV viewers during the middle of the year because of an ''overload'' of soccer programming, as well as normal program schedule disruption by broadcasters.
* TV rate pricing through 2010 and 2011.
The TV Information Forum will be held from 12:30 to 15:30 where broadcasters, agencies and researchers can collaborate and try to get a better understanding of the changing scenario regarding TV planning for 2010.
People interested in attending can phone SAARF at 011 463 5340, fax 0866 353 592 or send an email to saarf@saarf.co.za
