Rating wars hit Russia
Telerating looking to challenge Gallup
Telerating has sent out proposals to 300 Moscow families to launch a monitoring service. The proposal is apparently supported by five major channels -- market leader First Channel, leading independent, NTV, the country's two pubcasters, Rossia and Kultura, and Moscow-based web Center-TV.
With a tender for monitoring services due to be held in December, the leading initiative for the move is believed to come from First Channel, which has seen its market lead against Rossia narrow over the year.
TNS Gallup Media (which operates in parallel with sister company TNS Gallup Ad Fact) is the only monitor that works with people meters in the territory.
Another potential change to market position may come after a Moscow arbitration court decision in early August that supported the Gallup organization's challenge to the two companies using its brand name.
The two Russian outfits were set up in the mid-1990s by the Finnish Gallup offshoot, Suomen Gallup Oy, which in 2001 was acquired by Taylor Nelson Sofres. Gallup disputes their right to use the brand in Russia, and won a 2000 decision that challenged expolitation of the trademark, although two subsequent actions reversed the truling.
