TAMS COUNCIL MINUTES

11 February 2010

S o u t h A f r i c a n

A d v e r t i s i n g R e s e a r c h F o u n d a t i o n

Association Incorporated under Section 21 Reg. No. 73/1617208

MINUTES OF THE MEETING OF THE SAARF TELEVISION AUDIENCE MEASUREMENT COUNCIL HELD ON THURSDAY 11 FEBRUARY 2010 AT 14h30 AT THE SAARF OFFICES, 54 QUEENS ROAD, BRYANSTON

1.  PRESENT:

Chris Eyre / Lorna Long
Clive Corder / Michelle Boehme
Damir Adamovich / Mpho Mokone
Dimitri Martinis / Rodney Chalmers
Gillian Siluma / Sue Scott
Heather Kennedy / Pam Pillay
Lerlynn Lee / Elouise Kelly
Lisa Botha

Apologies were recorded for Brenda Wortley, Brian McMillan, Claire Welch, ErrolBurrows, Kami Pregaladhan, Martin Urry, Sheena Spies and Ursula Shikhati.

2.  APPROVAL OF THE MINUTES OF THE MEETING OF 10 December 2009:

The minutes of 10 December 2009 were approved and signed by the chair.

3.  FINALISING OF THE AGENDA

See AOB.

4.  TIME SHIFTED VIEWING (PVR)

(See presentation on website)

AGB Nielsen has currently installed unitam meters into 52 households and they are up and running.

5.  PANEL STATUS AND VIEWING TRENDS

(See presentation on website)

Currently there are 122 DSTV compact households installed.

6.  TV SECTION ON AMPS (logos)

This point will stand over until the next meeting

7.  RIM UPDATE (Discussion on AMPS variables to be used for TAMS)

(See presentation on website)

There was a request to delay the next TAMS universe update until after the World Cup. It was decided to look at the 6-month TV database that would be available in April 2010 and then to re-visit this request. Once we have seen the actual data we would be in a position to make a more informed decision.

The extended list of TAMS RIM variables (that we want to move to) was discussed. This will be investigated further and a final list of variables that can be weighted to will be produced during the next month or so.

8.  UPDATE ON SABC DTT PANEL

(See presentation on website)

9.  AOB

ODM to launch in May 2010.

10.  NEXT MEETING

Thursday 8 April 2010.

Signed as a true record of the proceedings on this ………day of………………………..2010.

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Signature

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54 Queens Road, Bryanston P O Box 98874 Sloane Park 2152

Tel: (011) 463-5340/1/2 Fax: (011) 463-5010 / 0866 353 592 e-mail address: Website: http//:www.saarf.co.za

Directors: L Benjamin; R Chalmers; C Daniels; S F du Plessis (Chair); Q Green; P Haupt (Dr) (CEO); N F Holdsworth; L Holley; PMiddleton;

M Siluma (Vice Chair); T Stafford; G Wertheim-Aymes; B Wortley