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EurodataTV makes UK move

TV market specialist EurodataTV Worldwide has taken a majority stake in UK format experts TAPE Consultancy.

Laurent Battais

Laurent Battais

EurodataTV, the international audience analysis division of France-based Mediamétrie, has acquired a 52% stake in TAPE, with the latter’s joint MDs John Peek and Paul Youngbluth keeping the other 48%.

Both companies said the alliance will “reinforce their mutual expertise” and offer studios, channels and rights holders a “unique service for international programme and market analysis.”

TAPE will gain an enlarged analytical service using EurodataTV tracking and channel audience data, while EurodataTV will increase its ties with the UK, its first territory of international expansion.

Laurent Battais, senior VP of EurodataTV Worldwide, told C21 that the company chose to move into the UK because it had been a “dynamic” market over the last two years.

“EurodataTV has an extensive list of blue-chip clients in the UK, whether it be broadcasters, content producers, media agencies, sport agencies, rights holders, digital and online players and even the American studios,” Batais said.

“Despite the fact we are active in LA, we are frequently advising their London-based research teams.”

Battais said EurodataTV, which has more than 200 clients worldwide, would now be looking at the “integration of online streaming data.”

“This is already the case in The Netherlands for example where TV ratings are combined with PC, mobile and tablet audiences,” he said.

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