The Media Research Development Association (MRDA) and the Media Agency Association of Thailand (MAAT) together have appointed London-based Kantar Media to provide multiplatform TV ratings for the local broadcasting industry.
The new service will start in 2017 and include viewership measurement on tablets, smartphones and personal computers.
"Once the multiplatform ratings start, we'll know the actual picture of TV consumption," MAAT president Wannee Ruttanaphon said.
Kantar Media won the bidding to manage the new ratings system for the two agencies.
Yesterday's appointment marked a significant investment for the Thai broadcasting industry, Ms Wannee said.
Quality viewership measurement for all platforms will accurately reflect consumers' viewing behaviour, allowing advertisers to focus their media budgets and broadcasters to improve their programming, she added.
Richard Asquith, Kantar's global chief executive for audience intelligence, said: "We're very excited about our partnership with the MRDA for an alternative TV ratings service in Thailand. From 2017, the industry will benefit from an independent, audited rating for TV in all platforms, which are evolved by digital technology."
The MRDA was set up by the Association of Digital TV Broadcasting (Thailand), the Satellite Television Association (Thailand), the Thailand Cable TV Association and leading media agencies from the MAAT as members.
It said the TV ratings system would be highly accurate due to the large sample size -- 30,000 respondents nationwide compared with 3,000 home viewers now.
Digital TV channels confirming they will use the new ratings service are Channel 3, MCOT HD, Thai PBS, Channel 5, TNN24, New TV, Bright TV, Voice TV, Nation TV, Now, Workpoint TV, GMM, One, Mono, Thairath TV, Amarin TV, PPTV and Spring News.
Nielsen Co (Thailand) has been the sole TV ratings agency in Thailand for 30 years.
Kantar Media is a global leader in media intelligence, providing comprehensive and accurate intelligence on media consumption and performance.