OzTAM’s mission
OzTAM strives to provide a robust, credible and independent data service that both reflects actual viewing in Australian television households and meets client needs.
Towards that goal, OzTAM consults continually and widely across the industry.
As part of OzTAM’s formal governance processes, the ABC and SBS television networks, Media Federation of Australia (MFA), Australian Association of National Advertisers (AANA) and Australian Subscription Television & Radio Association (ASTRA) have observer status at OzTAM board meetings.
OzTAM also has a Technical Advisory Committee, or TAC, comprising representatives from across the media industry. The committee meets regularly and is a forum where technical issues regarding the ratings service are discussed with a focus on continuous improvement.
OzTAM’s culture of continual service improvement has been in place since launch, when a number of enhancements to the pre-2001 service were introduced.
OzTAM’s panel size was increased to 3,000 (425 homes larger than previously). A further 35 homes were added in 2004, and another 100 in 2012, taking the current metro panel to 3,135 homes. OzTAM's national subscription television panel comprises 1,395 homes. In terms of panel size relative to the overall population, OzTAM’s panel is among the world’s largest.
OzTAM also introduced the Gold Standard software accreditation system, paving the way for a range of third party (independent) ratings analysis software providers to enter the market. This gives clients a choice of software options, whereas previously elemental data had only been available in one proprietary system.
These and other service enhancements – such as the introduction of Time Shift Viewing in 2010 – stem from extensive industry consultation and collaboration to ensure OzTAM remains relevant and accountable.
OzTAM is taking the same consultative approach as it investigates the potential to measure and report viewing of broadcast television content on devices other than in-home television sets.
|