Poland’s National Broadcasting Council (KRRiT) has established a body known as the National Media Institute (KIM).
In a statement, it says the move “is the contribution of the chairman of the KRRiT to market integration, that is, to building partnership and substantive relations between the market and the regulator”.
It adds that KIM’s main area of activity will be the Founding Study – a source of data on media consumption in Poland, carried out on a representative sample of at least 30,000 households (62,000 individual measurements).
The regulator continues: “KIM will be the largest and most comprehensive tool, simultaneously describing the population of both internet users and TV viewers, as well as radio listeners. The measurement of the time budget will be an important element of the research tool. “The tasks of the Institute will also include the creation and support of market standards in the field of measurements on random samples, as well as recruitment and maintenance of telemetry panels, as well as the definition and process of creating and operationalisation of indicators. The Institute will also provide services and become a research partner for organisations associating individual media to organise media research in Poland. The measurement will concern both traditional reception as well as via VOD, podcasts, applications and services, using various technologies”.
Due to the Covid-19 pandemic, pilot studies of the research tool and implementation procedures will be carried out in February in order to refine the arrangement and recruitment methods. The plan assumes that in the second quarter research companies will be selected to carry out the first half of this year’s research before the summer holidays. Preliminary results should be available in the third quarter, and from 2022 the survey will be continuous.
KIM will be headed by Miroslaw Kalinowski. He has been involved in market research for 30 years, of which he worked the longest at SMG / KRC and Millward Brown as research implementation director. He was responsible for, among others, the implementation of TGI research (consumer segmentation: Target Group Index), PBC (Polish readership research) and Nettrack (internet research).
Kalinowski has been cooperating with KRRiT since May 2020, developing the concept of a comprehensive founding study in partnership with the market.
