(7 March 2007 5:25 pm)

MUMBAI: aMap and Medialogic have announced their entry into Pakistan through a strategic tie up to set up an overnight television audience ratings panel there.

As per the partnership, aMap will be a consultant to MediaLogic for setting up the Pakistan panel. MediaLogic will also have access to aMap's experience, models, applications, and proprietary tools that are crucial for establishing and running an overnight ratings panel.

An official announce states that the electronic measurement of TV audiences is being introduced in Pakistan for the first time.

Medialogic has been awarded the Television Audience Measurement contract by Pakistan Advertising Society (PAS). MediaLogic, with the help of aMap and Telecontrol, competed for this contract against TNS AFTAB, and Kantar IMRB.

While aMap is an overnight TV rating system that provides multi-dimensional TV viewership data in Asia, Medialogic is a media research firm set up by private investors in Pakistan to introduce modern media measurement and analysis tools in Pakistan.