Dubai Media Incorporated (DMI), a government media agency, recently conducted a mobile survey across the UAE and Saudi Arabia using the latest technology in monitoring TV audience behaviours and viewership trends.

Mariam Al Afridi, director of Marketing and Corporate Communications, Dubai Media said: "Committed to Dubai’s vision to transform Dubai into a ‘Smart City’, we, at Dubai Media incorporated, are determined to identify and implement new and ‘smarter’ ways to learn about the target demographics, which will allow us to understand our audience TV consumption behaviours in order for us to offer them better content. We are always keen on monitoring the opinions of our audience as well as their desires and expectations, so that we can adapt to their needs.”

DMI launched the mobile survey targeting TV viewers in two primary markets of the United Arab Emirates and Saudi Arabia, due to their high smartphone penetration rates at 80 per cent and 200 per cent mobile phone penetration, and high TV viewer ratings.

In addition, this technology is the most interactive among other technologies, as it allows survey participants to take pictures of the programs or channels they are watching at the time of taking the survey, which highlights the credibility of this method.

The survey was launched on a big scale, allowing DMI to attain highly precise and quicker results. Survey participants are to reveal valuable insights into real time TV consumption – namely, what they are watching and why they are watching certain programs or channels.

By investing in this technology, DMI is the first media organisation in the Mena to use the latest opinion survey mechanisms, and is paving the way for other companies to carry out similar means of collecting information.

The technology is easy to use, able to access a large number of people and can deliver results in live time. It provides accurate data and gives instant feedback, anytime and anywhere, and enables DMI to better adapt to the market and its needs.

“Mobiles phones allow participants to respond to questions from the comfort of their homes at their convenience. The quick turnaround, accuracy and transparency this method provides is key to us. It will enable us to respond to the new trends and audience viewership habits more effectively and quickly,” Al Afridi concluded. – TradeArabia News Service