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Monday, 22 April, 2002
MEDIA RELEASE
Since the launch of TV3, it has struggled to win News viewers away
from TV1. A new research value added approach, called The CVM/DigiPoll
TV News survey, developed by companies Customer Value Management
and DigiPoll has produced information that shows why TV News viewers
aren't switching from TV1 to TV3.
"Politicians have come to rely on the precision of our political
polls. Now TV News Producers have the same reliable information
for tracking programme performance. We have used our unique random
dialling system, the same one used in our political polls, to ensure
we have the right cross section of viewers." says Dr. Gabriel Dekel,
Director of DigiPoll.
While TV3 is ahead on the general and sports news, it lags well
behind TV1 on weather news and forecasting. The special CVA(r) techniques
used in the study found that the weather news is a strong driver
of viewer loyalty. The research shows which news station is ahead
in areas such as warmth, personality and delivery of news and weather
presenters, and having an acceptable level of advertising.
"Unless TV3 dramatically improves its weather news and forecast
segment, it faces a long haul to build news viewer numbers. While
it is well placed with other aspects of the news it needs to focus
improvement on the weather segment." says Rodger Gallagher from
Customer Value Management.
The data was collected via 530 random digit telephone interviews
conducted nationally. People who regularly watch the news were polled
during March 2002. The data was then analysed and modelled.
"Data is already collected on what people are watching - we are
interested in why people are watching. This is the sort of Management
Science Information that leading businesses are using all around
the world to win customers" says Rodger Gallagher.
Rodger Gallagher is one of the leading experts in using customer
value, and loyalty and knowledge based approaches. His company consults
internationally in these fields. He is author of the book, "Customer
Value Management: The CVA Collection".
DigiPoll is the Hamilton-based survey research supplier who regularly
conducts the New Zealand Herald political issues and election polls.
Well-known in New Zealand for the accuracy of its results, DigiPoll
has a growing list of both New Zealand and international clients,
and continues to expand worldwide. More information is available
on its website www.digipoll.co.nz.
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