Mediascope's 30th anniversary conference discussed the future of content

Mediascope, a leader in media research, advertising and media monitoring, turned 30 years old today. The conference dedicated to the company's anniversary was held in the format of live communication.

"Our clients analyze data for different purposes. On the one hand, for programming and analyzing this or that audience, which is interested in this or that content, on the other hand - for advertising, and this is very important, because it allows the advertising market to be effective", - explained Ruslan Tagiev, CEO of Mediascope.

For 30 years Mediascope has been attracting the maximum attention of the entire media sphere and shaping the content not only of the present, but also of the future.

"People record with a remote control or otherwise their presence in a room with a working TV, and by combining these two data streams, we understand who exactly, what TV channels, programs or advertisements were watched," says Mediascope Executive Director Ksenia Achkasova.

Another tool for obtaining important information is audiometrics.

"These are the sound signatures that these devices transmit to us. Not the sound itself, that is, it is not a dictaphone, it is exactly the signatures that are written on the content. We then compare this with similar signatures that we get in the process of monitoring," said Irina Suanova, head of client relations and data analytics at Mediascope.

"We are, in my opinion, ahead of the planet today. And here we can really be proud. Even technologically advanced countries such as China and India recognize that here we are one or two steps ahead of them," said Mediascope Vice President Alexei Malinin.

Mediascope data helps not only to improve content, but also perfectly shows the preferences of viewers. For example, REN TV, Channel 5 and Izvestia channel were in the lead.

Most often people are attracted to serials, movies, entertainment and political programs, news is also still in trend.

"Achieved, indeed, very great results and became leaders. And what, in my opinion, is very important, not by borrowing technologies, but by improving them, creating new ones, and this is generally a very encouraging fact," said Alexei Gromov, First Deputy Head of the Presidential Administration.

This year the company has completely switched to Russian technologies. Not only its own algorithms, but also its own equipment. Now it has all of this, which means that no sanctions can affect the company's work.