Conference Title: International Conference in Business,Technology and Innovation 2013
Conference Title: UBT Publications
Contributing Editos: Prof. Albert Qarri, Prof. Ibrahim Krasniqi, Krenare Pireva, Evelina Bazini, Nita Abrashi
Co-Organizers: Ardian Emini, Vlora Aliu, Betim Gashi, Xhemajl Mehmeti, Kushtrim Dragusha, Murat Retkoceri, Kaltrina Bunjaku, Leonita Braha
Start Date: 2013-11-01
End Date: 2013-11-02
Venue, City, Country: : Hotel Bleart , Durres , Albania

Paper Title

The Importance of Audience Statistics in Pay Television Market


Aurora Binjaku , Hysen Binjaku


Pay digital televisions are private companies which offer a number of television channels in a single package against a price, by all means they do not offer only television service but high technology. The platform’s objective is to maximize their profits by rising the earnings and sales of the offered subscriptions. For this reason it is necessary for them to know to whom they are offering the service and how it is used. They have to do what in media is known as audience measurement. This is what this paper is about. First, we give an answer to the question: why the audience measurement is important to pay television platforms? We are based on foreign literature and companies experience which operate in this field. Second, we analyze the path that the audience measurement has experienced through the years beginning with the diaries, interviews, people-meter, portable people-meter until nowadays used equipment, the set top box. At each stage we analyze the problems and the advantages of each device or method used for this process. Third, we take into study and analyze the audience measurement in our country by comparing the infrastructure with European countries. Furthermore, we analyze the process and results done by an Albanian company which operates in pay television field. This concrete case study gives us the possibility to come to some conclusions and modest recommendations. The author’s work experience in statistics and in the pay television field is an advantage for our study and we hope we give our contribution in the subject. The interested parties are audio and visual operators, academics and the independent institutions that operate in this field.


audience measurement, financial strategies, marketing policies, technology investing, pay television market