There's a bull-fight shaping up in Thailand for the TV ratings measurement market with Video Research Japan announcing this week that they have developed Thailand's "most accurate audience measurement technology" following two years of research and development by their local unit Video Research International (Thailand).

Video Research International, along with Taylor Nelson Sofres, is bidding for a Baht 100 million (around USD 2,400,000) annual contract with Thailand's Joint Industry Committee, representing Thailand broadcasters and media buyers, against long term provider AC Nielsen.

According to a report from Jirapreeya K from the Thailand English language daily The Nation, AC Nielsen's service has been the subject of declining confidence amongst Thai media professionals.

Thailand provides one of the most attractive media markets in South East Asia, with a vibrant media, entertainment and advertising industry in comparison to neighbouring more developed countries. Add to that the higher growth and continuing foreign investment prospects for Thailand, and its a contract worth winning, (or retaining).

According to Niwat Wongprompreeda, whose Researcher Co Ltd has an ownership stake in Video Research International, "...On behalf of Thai researchers, it's my dream to give market data accuracy, and we're quite transparent in terms of our research methods and working philosophy, so everything can be proven..."

Its shaping up for a nice international bull-fight between the traditional multinational ratings provider AC Nielsen vs Europe in the form of Taylor Nelson Sofres, vs. Japanese and regional giant Video Research International. Stay tuned!