Squire Sanders has recently advised Saudi Media Measurements Company (SMMC) on its contract with Germany-based global market research company, GfK, to introduce a new television audience measurement (TAM) service in the Kingdom of Saudi Arabia. GfK will set up the country’s first-ever TAM system, using international standards and the latest technology to allow live and time-shifted TV consumption tracking, rating analysis, advertisement monitoring and planning.

The cross-border Squire Sanders team was comprised of Riyadh-based regulatory partner Hadi Melki, whose focus is on telecommunications, media and IT businesses across the Middle East, and leading marketing services and media specialist Robert Wegenek, partner in the Media and Consumer Brands industry group in the firm’s London office. “We are delighted to have supported SMMC in the establishment of the first television audience measurement in the Kingdom,” commented Hadi Melki. “Squire Sanders has the ability to tailor its international expertise to the local Middle East legal regimes and markets providing its global and regional clients with integrated one-stop-shop services.”

SMMC is an industry-owned Saudi company recently established by Rotana, ARM, OSN, Saudi Telecommunications Company, Al-Majd Group and Misyan Group, and chaired by the President of the Saudi General Commission for Audiovisual Media. It is the only company licensed in Saudi Arabia to carry out television audience metering services. The TAM project with GfK is expected to see data delivery begin in 2015.