Wednesday, December 14, the first meeting of the new Board of Directors Mediascope (formerly TNS), told “Vedomosti” representative of the research company. The Council approved the signing of a new contract with the CEO of Mediascope Ruslan Tagiyev for a period of three years.
Tagiev TNS manages more than 20 years – since 1994 when this company was a division of Gallup. Until 2013 he was a minority shareholder of the group of companies “TNS Russia”.
All these years, TNS has been the main meter of the TV audience in Russia. Recently it changed its name to Mediascope. It happened after the British WPP was forced to sell 80% of TNS state VTsIOM figures.
Now the counters of the audience Mediascope, the so-called Pitlochry installed in 5400 households in cities with a population over 100,000 people. The ratings company is a recognized currency market, they are used to sell advertising on channels. Although not all stations were happy with the measurements this company “the First channel” was considered the method obsolete and TNS have not used its services. However, the seller of the channel – Vi (now “national advertising Alliance”) to sell the advertising on the basis of data TNS.
After selling the company was formed a new Board of Directors Mediascope. According to the company, the Chairman of the Board was Angelo Codignoni, former adviser to Prime Minister Silvio Berlusconi. It Codignoni was in talks with WPP’s buyout of TNS, spoke first of “Vedomosti” sources familiar with details of negotiations. In the WikiLeaks cables Codignoni was mentioned as a messenger between Berlusconi and the President of Russia Vladimir Putin. Probably, the Russian authorities decided to use extensive media experience Codignoni: in 2011, he became co-Chairman of the Board of Directors of the Russian “STS media”. In the Council he was elected as a representative of the Cyprus Telcrest, which was then controlled by the founder of the Bank “Russia” Yuri Kovalchuk with partners. But in talks with WPP Codignoni was Kovalchuk, and business interests contingent “of the Russian authorities” know the source “Vedomosti”. A source close to the VTsIOM figures, explained that Codignoni is very well versed in media activities, including advertising and measurement business, he can speak the same language with sir Martin Sorrell, founder of WPP.
on 15 December, Roskomnadzor announced that Mediascope won the competition of this Department on the selection of a single teleseries. According to recent amendments to the law on mass media and advertising, to consider viewers in Russia can be only Russian company with shares of foreign ownership no more than 20%. And from September 2017, advertisers have the right to place advertising on the Federal TV channels only on the basis of the meter, selected by a special Commission with the Roskomnadzor.
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