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ATO - Asociace televizních organizací News Timeshift included in the official TV currency

Timeshift included in the official TV currency

01.02.2016

As of 1 February 2016, “zero-day” timeshift shall be included in the official TV currency provided by the Nielsen Admosphere company for the Association of TV Organizations (ATO). The change applies to all public TV viewing outputs as well as to TV advertising trading. For the time being, it is a part of the overall timeshift measured in the Czech TAM project since 2013.

From February 2016 on, the definition of the official TV currency shall include “zero-day” timeshift (also known as TS0, or VOSDAL = Viewed On Same Day As Live): viewing a programme on the same day as it was originally broadcasted. The ATO TAM project has measured timeshift up to 7 days after the original transmission already since January 2013. Up to now, however, the data was not included in the official currency used for the public outputs of the project, for media planning and for buying advertising space.

VOSDAL now accounts for about 55 % of the overall measured timeshift in the Czech Republic having the advantage of being available to users as soon as the morning of the following day together with live viewing. From the beginning of 2017 at the latest, the ATO is planning to include in the official currency all timeshift taking place within 7 days after the original transmission.

% timeshift of linear TV viewing

Overall (day 0 to 7)

VOSDAL (day 0)

Individuals 4+, all channels. Source: ATO – Nielsen Admosphere

Viewing TV programmes later than the original broadcast is becoming more popular with the growing quality of TV equipment in Czech households as well as with the growing offer of TV archive services. In relation to live TV viewing, timeshift currently accounts for about 1.8 % in the Czech Republic (comparable to Germany, France, Italy or Spain) while this figure has kept growing continually for the past three years. In some countries, however (Great Britain, the US or Scandinavian countries), this ratio is already today as high as 5-15 %.

There are many ways to view programmes later than the original broadcast, e.g. using the TimeShift function, recording the programme and playing it later, accessing a TV archive with a smart TV, or – last, but not least – using a TV archive service provided by IPTV or a cable operator. In terms of genres, news and sport broadcasts are naturally the least common for delayed viewing while the most common are series, films and popular entertainment programmes.

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