Chinese

Backgrounds

Audience rating is an important criterion for various major television stations in the media industry to measure their respective business and market competitiveness. Timely and effective analysis of viewership data has become an important task for to adjust their strategies and get involved in market competition. Shanghai Media Group (SMG), one of the largest new mainstream media with the most various types of genre in the Group at the provincial level and a comprehensive culture industry group in China, has higher standard of requests about using the rating date compared to that of requests with its peers.

Traditionally, the Office of the Editor-in-Chief completes the text version of rating reports by hand based on the SOFRES system. Since there are a limited number of people in that office, the report can only serve that limited number of people. It’s hard to satisfy the needs of rating data for various departments in the group.

i> In addition, data reports based on a single source have long been unable to satisfy the needs of leaders at the station level for omni-media ratings data. Report data received by levels of leaders and channel directors in the station come from scattered sources without integration so that it is unable to fully evaluate omni-media performance by channel, frequency, and program perspectives, greatly reducing the value of data usage.

Based on the aforementioned situation, Gridsum launched “Ratings Plus” omni-media management platform solutions to integrate omni-media ratings data, providing SMG with a new internal management tool in the times of media convergence.

Achievements

Fully automatic processing of ratings data greatly liberates the Office of Editor-in-Chief to produce more higher-quality authoritative reports.

Integrated analysis of omni-data of television ratings can demonstrate omni performance of programs and channels in a dimensional, multi-perspective and more objective way, significantly enhancing the value of data usage.

With adaption of multi terminals and in-depth convergence with SMG’s internal system, all employees of the station can really use the ratings data anywhere at any time.

Based on system permission management, different departments are given different access permissions, realizing differentiated data services.

Gridsum’s “Ratings plus” omni-media management platform solutions helped SMG set up an open platform, with ratings data covering TV, Internet TV, radio, and internet broadcasting. The platform helps SMG manage TV station businesses, aiming to become the modern management tool for media convergence.

Descriptions

Gridsum’s “Ratings Plus” omni-media management platform solutions helped SMG overcome the difficulties of traditional TV ratings data:

Completely Automatic Calculation of Ratings Data

All ratings data can be calculated automatically and complicated calculations such as assessing satellite TV channel, ground channel, and radio frequency to see whether they reach KPIs, to understand ranking of their programs, and to form diagram of their ratings trends. Only one person is needed transmit data to back stage, and the results can be used by the entire television station.

Industry-Leading Algorithm Improves Data Accuracy

By optimizing basic algorithm for ratings to increase the accuracy of ratings data from minutes to seconds, it can automatically calculate the ratings of news programs by each clipping; algorithms for calculating cross time-span ratings is added thus the system can automatically integrate a program’s ratings according to the algorithms. This makes it more convenient for customer to use ratings data.

Omni-Media Data Integration of TV Ratings

Ratings data are further explored. Data from all satellite television channels, programs, and TV series across China are are analyzed and presented. SMG ground channel (local channel) ratings module is added, making it possible for SMG to evaluate performance, analyze and present data of local channels in Shanghai. From there, we also added data of performance on the Internet of channels and programs of these channels, realizing omni-media data integration of TV ratings.

Integration of Radio Omni-Media Data

Contrast to the traditional way of presenting radio data , radio ratings data are divided into ratings data of vehicle radios and those of traditional radio. Listeners are divided from ratings data to rank of specific programs, which provides better data support for the operation of radio ads operators and realizes a complete radio omni-media data integration.

Connected Internal and External Networks: Consult Your Data Anytime, Anywhere

The system is developed by HTML-5 technology. It is compatible with various kinds of mainstream equipment and screen resolution, perfectly adapting to PCs, tablets, and mobiles, making customers able to use mobile equipment such as mobile phones/tablets to use ratings data at any time even when they are not at their desk.ide.