Tigers by the tail. Rising to the challenge of audience measurement in Indonesia and Thailand

Philip Rich and Kenda Harris Rehayel

We can expect to see Television audience measurement services expand to more and more developing countries in the near future.

Tigers by the tail. Rising to the challenge of audience measurement in Indonesia and Thailand

Kenda Harris RehayelDeemar Research, Thailand andPhilip RichSRI Nielsen Indonesia, Indonesia

1. INTRODUCTION

It's difficult to pick up a business magazine these days and not find some reference to the tremendous economic growth being experienced by many Asian countries.

And its all true.

Both Thailand and Indonesia have shown GDP growth rates over the last 8 years of 7-8% each year . Both have their primate cities Bangkok (8 million) and Jakarta (9 million) centred in Countries which by and large are...

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