Malaysia and Pakistan join forces to drive single TV rating currency

The Malaysian Advertisers Association (MAA) have joined forces with the Pakistan Advertisers Society (PAS) to put in place a single TV audience measurement system in Malaysia.

Malaysia's two sources of TV ratings are currently being commissioned and provided by broadcasters without any involvement from other stakeholders including marketers, which led the MAA and the Media Specialists Association (MSA) to push for a unified TV rating currency under the supervision of a joint industry committee.

PAS is no stranger to leading a Joint Industry Committee (JIC) for audience research, which is why Qamar Abbas, the Pakistan association's Executive Director, joins the Malaysian JIC as an advisor and will help in formalising the structure and management of the industry body. The JIC comprises members from MAA, MSA and media owners' Astro and Media Prima.

Abbas sees the collaboration will benefit both PAS and their Malaysian counterparts and the exchange of experience and expertise will help raise the bar for marketing practices in Pakistan.

For more information, contact MAA or PAS.