Georgia is in need of a new currency. Not of the money kind. Rather, in the form of media ratings. For years, TV broadcasters in Georgia have been seriously concerned with the poor quality of audience measurement. Inaccurate data, limited national coverage, control issues and the lack of radio and internet ratings are just some of the challenges the Georgian media industry faces. But all of that is about to change. For more insights, we talk to Merab Pachulia, cofounder of GORBI and director of recently established Tri-Media Intelligence, which together with UK-based Kantar Media, will conduct a presentation of the local media ratings industry and roll out a groundbreaking project on October 15 at the Radisson Blue Hotel (3 p.m.).
Q. What prompted you to start a new ratings project in Georgia? What needs to change?
A. From the very beginning when I started my career in the early 1990s I had two main goals. Inspired by the success of my partner, the managing director of Gallup UK, I wanted to conduct music charts and TV ratings. However, throughout my business career in Georgia, the music market continues to be very small and commercially unviable, while the environment for TV ratings was not conducive for sophisticated measurement techniques. Then in 2004, a surprise tender opportunity arose and I started working on a proposal. At the time, my business partner provided me 800 TV measurement devices (people meters) after he forced to halt his project in Russia. I had the technological advantage and I also spent a serious amount of time traveling to foreign capitals talking with the industry’s leading experts about software solutions. As it turned out, the proposal was not marketable given circumstances in Georgia. But from this perspective, I am glad I didn’t get involved in the process and I avoided having to be advised by powerful people what to produce.
Q. So why has a tender still not been announced?
A. There was no realistic opportunity until now. The TV industry also changed dramatically since the political situation changed in Georgia 2 years ago. Imedi TV was turned back to its family. Maestro TV was able to get a license to broadcast nationwide and one of its shareholders was allowed to return to Georgia. In short, media was freed. After the political changes, key players started talking about the quality of the ratings and suspicious dealings under Saakashvili; their goal was to produce new ratings. But there was no established culture for all the channels to work together. In response, and after careful consideration of the existing situation, my local business partner and I decided to start thinking about an appropriate business model. The model involves having the broadcasters themselves independently set up a local broadcasting audience research board along similar lines that exists in Britain. It would require nine to 12 months and will enable any business-oriented players to be part of the process.
Basically, there were talks about setting up such an association among the broadcasters but we had to convince them to be more organized and take more pragmatic steps. Ultimately, they still need to establish this board to monitor our work and ensure transparency. As of now, we have verbal confirmation from at least two major channels that they will subscribe to our ratings once they are available and a few others are seriously considering working with us. All those that are business oriented will have access to more accurate data. Building a new ratings system is like a baby it take between 9 and 12 months, which means that the sooner we start the better.
Q. I noticed that international donor community is attending the event? Why should they be interested?
A. Thanks to the donor community, and especially the US government, Georgian independent media both electronic and print, has survived. There are also smaller but significant donors that are providing media trainings, such as the Soros Foundation, UNDP, EU, GIZ, etc. I think there is a mutual interest here and they should at least monitor the situation; after all, media ratings is a currency and it should be circulated among not only a few players. It should be universal. My wish is that the donors become more coordinated in their media development efforts. We are most happy to learn from them and get their advice and perspectives on how they see things moving forward. They are key players and the most respected institutions. They should be informed and involved all along the way, especially when there are serious changes afoot.
Q. Who else benefits?
A. There are numerous end users: TV and advertisement industries; AD-money spenders (e.g., Coca Cola) and the Ratings Company. But the Georgian citizens will benefit the most because with better ratings, the content the quality will dramatically improve. When proper ratings are available, advertisement agencies can run better tests of their products and make better decisions based on higher quality data. Currently, the TV owners say they are unable to test any products because they don’t trust the ratings. The more money they make the more they invest back into their businesses, producing higher quality programs for viewers. And the market will grow. This is happening in every country I am observing. Also, we will be training new professionals in this industry with new technology provided by Kantar, so Tri-Media Intelligence (TMI) will be creating new jobs, both for locals and foreigners.
Q. Tell us more about Tri-Media Intelligence?
A. TMI is based on three pillars: Quality, knowledge and innovation. We are most confident that TMI’s debut will help increase competition, transparency and help to better commercialize the media industry. Unlike others, we will be open to providing media ratings to small players too – as long as they are transparent and willing to be part of the market economy. TMI is also powered by the Georgian Opinion Business International, which has about 25 years of local and international expertise.
Q. Who is Kantar Media and why are you teaming up with them?
A. Kantar Media is a well-established brand of trusted media analysts and advisors that helps advertisers, media owners, advertising/media/PR agencies and publishers together with government, NGO, and trade organizations to measure their media reputation and impact. I am most happy to have a world leader in media measurement on board. They will advise TMI on particular technology to use based on their own local assessment and meetings with the media. There are only a few business segments of such worldwide class operating in Georgia, and we are most happy to add Kantar Media to this very short list and introduce the company to Georgians.
Q. What can we expect at the event at the Radisson Blue Hotel on October 15th?
A. First of all, Tri-Media Intelligence and Kantar Media will introduce our program and aims. Kantar Media will present their technology and philosophy, which TMI will be adopting. The event will be a unique opportunity for the media and donors to ask questions. All questions are welcome. The media will be able to ask about very serious technical issues and receive answers from the most professional people in the field. In fact, it will be the first time such high level senior media ratings executives will be visiting Georgia. Everyone can benefit, raise concerns and ask for advice. It will be the first opportunity in many years when key players in Georgia can get together, and also enjoy free coffee and sandwiches.
Q. Where can people get more information?
A. I hope this Wednesday’s event will fill in some serious gaps. But until then, for any questions, including about the event, please contact Ian Carver, our communications advisor at: icarver@gorbi.com.
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