Broadcasting department launches audience rating system
05 Mar 2023
Department of Broadcasting Services (DBS) has launched a system to measure radio and television audience.
The system, Botswana Audience Management System (BAMS), would be powered by a global leader in audience measurement data and analytics company, Nielson in partnership with a local company, Venture Bliss.
Speaking at launch of the system in Gaborone Thursday, DBS director, Mr Raymond Tsheko said the system would help the department to measure its audience and consequently make guided decisions on its products and services uptake.
“We have been hypothetical and imagining the interests of Batswana and as a result making raw decisions on our voices and in our programming,” the director said
Mr Tsheko said DBS never got to account for what it broadcasted, adding that public messages were transmitted with no trace of level of consumption.
Further, he said advertisers, agencies, broadcasters and corporates were used to being locked up in heated negotiations to come up with appropriate rates due to lack of supporting data, adding that would soon be over.
He said his department had been charged with the responsibility to facilitate the creative industry and that could only be achieved through setting up appropriate broadcast platforms and systems such as BAMS. Mr Tsheko said DBS’s vision was to attain excellence in television and broadcasting services hence they would be demanding quality and sellable content.
“We want to bring back our audiences from wherever they are. Perceptions and unreliable reports tell us that they are glued to South African content but BAMS is going to tell us exactly where they are,” he explained.
Mr Tsheko said BAMS would make them change content strategy and have competitive edge in the market.
Venture Bliss chief executive officer, Mr Ditsotlhe Ketlogetswe described the introduction of BAMS as history making for the country, saying Botswana was the second country after South Africa in Africa to adopt Nielson technology for media analysis and viewer interactions.
He said his team would enjoy support and expertise of Nielson, which he said was an international brand with footprints globally.
For her part, Nielson South Africa managing director, Ms Terry Murphy said their technology was used in fifty-five countries and had been operating in South Africa for years.
She said Nielson worked through providing their clients with insight into consumer behavior and market information. The first BAMS Nielsen ratings, under the custody of DBS are expected from early next year and would be updated on quarterly basis. ends
Source : BOPA
Author : Bonang Masolotate
Location : GABORONE
Event : Launch
Date : 05 Mar 2023