/ / Business / Media and Advertising

Registration Newsletter / Why register? / Log log id.capital.bg Europe Business Daily Diary Diary L! VE Capital Careers HOREMAG Regal Foreign Policy - Bulgaria Property Index Gradat.bg Bacchus Search
/ / Business / Media and Advertising
Quality journalism is a matter of principles, professionalism, but also money. If you want to support the standards of "Capital", you can do so here. Thank you. Amount of donation: Donation Payment is by ePay.bg
After five months silent war media market was rocked by a new scandal involving the operation of the second provider of people-meter data (data for TV audience viewership) except TNS / TV Plan - GfK Audience Research Bulgaria (GARB). This week, the Management Board of BNT terminate its contract with GfK, signed in November 2006 thus hopes that the second system to measure TV audience viewership will be adopted by all the major players in the media and advertising market will obviously not be true ... Generally market is important to have a pipalmetrichna system data to be recognized graphene by all. With these advertisers assess where to invest their budgets, and understand how much television they watch and determine the price of advertising time. In recent months, confidence in the data GARB continue to be fragile, and the development of people metric graphene panel was delayed. This led to the first reaction dissatisfied customer, but not any and Television. Tip of the iceberg Earlier this week, the Management Board of the state television decided to discontinue the operation of the contract between the BNT and the two companies - "GfK - Bulgaria Institute for Market Research" Ltd. and Fessel-GfK - Austria. The communication of BNT as a reason for the breakdown is given "untimely delivery of rating data and the lack of monitoring data on advertising." GfK failed to solve the basic problems related graphene to the adaptation of the system to study the Bulgarian audience, says the letter. The act of surprise television market because the state media was the first to decide to trust the new agency to measure television graphene viewership. Study of "Capital" found that actually Television is the only medium that has a contract with GfK. Other - "New TV" BBT, TV7, etc., are contracted with the newly formed company GARB. Manager of GfK - Bulgaria, Svetoslav Slavov explained that GARB and GfK are two different companies. "GARB should be seen as a subcontractor." Slavov said he could not comment on the termination of the contract by GfK on behalf of Television "after only concur with my colleagues in Switzerland and Austria." He did not deny that the agreement with Television "crappy graphene new peoplemetric experts." Yanova peace, which is still CEO of GARB, confirmed that the decision of the BNT impact on the image of the system. In the middle of the month it will made way for George Luks. Yanova argued that GfK will not give up the battle and will continue to develop people-system. Besides termination of the contract other news about GARB around media market. This week the agency has a new executive director. "With George Luks currently combining the position, but within a week the Swiss partners must officially announced his name as the new CEO of GARB., I will continue to work as a consultant on the project. I have personal reasons to quit taking this position" , told "Capital" Mira Yanova. Lux became known in media circles after just over a month until recently manager of media festival in Albena George Kuzmov him as the new general manager of the event. Difficulties in the way when the market made a GfK measure television viewing, participants knew exactly two things. On the one hand, media players were positive about the emerging competition and shattered the monopoly of current data provider TNS / TV Plan. Over the years, some of them were often dissatisfied with their data. On the other hand, were confused, because in practice for TV audience viewership already has two currencies, figuratively speaking, and decide which of them will be convertible, graphene they have to comply with the data of both companies. Advertising agencies and advertisers to their most difficult because they actually work with both the data packet to ensure that precise planning their budgets. "The two systems very complicated work of advertising agencies," said the president of the Consumer Committee of People metric graphene data for the TV audience (or only user committee as a popular organization) Eugenia Stoichkova, manager of the "Coca-Cola Bulgaria." In future graphene next week a meeting of the committee. According Stoichkova then expected to begin discussing "whether our company can not be restructured into joint industry committee (committee comprising representatives of various industries) and instead of just using e