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ATO - Asociace televizních organizací News ATO planning cross media research

ATO planning cross media research


At its 33rd General Meeting held on 9 December 2014, the Association of TV Organizations (ATO) decided to support the proposal by the Methodological Committee to involve more in cross media research.

The members of the ATO agreed that they are interested to expand cross media research on the Czech market. The General Meeting supported the intention and the decision was made to establish a working group as a part of the ATO’s Methodological Committee aimed at preparing the Cross Media Research Future Development Concept by the end of the first quarter of 2015. The working group shall involve media market representatives, researchers as well as advertisers.

From the ATO’s point of view, it is not necessary to start from scratch and analyse immediately all media types together. Presently, it is much more efficient and beneficial for the market to concentrate on potentially connectable platforms. A well-rounded cross media measurement across all media types is currently not attainable for the media market. On the market, opinions greatly differ on future goals and possibilities of the project. On the other hand, we already have real and specific needs that can be met using existing sources in a methodologically acceptable way.