KARACHI: A national TV ratings provider has launched a new service in 20 cities covering over 1,000 households across the country. The service launched by Medialogic Pakistan (Pvt) Ltd at a ceremony in Karachi utilises modern technology from Kantar Media of the UK.

Medialogic and Kantar Media had announced a technology partnership last year whereby the existing TV Ratings Panel in Pakistan was to be expanded and upgraded using Kantar Media`s global expertise in the field.

Medialogic will replace its old meters with the new generation `rapid meters` obtained from Kantar Media.

Rapid meters employ latest audio matching technology to measure TV viewership and are equipped with GPRS communication for timely data delivery.

The expansion has been made in consensus with leading broadcasters, advertisers and media agencies in the country. It is expected that the new data will provide a more robust and accurate picture of the expanded universe.