Dr. Heikki J. Kasari

drjazz10 att gmail.com

This website introduces a world-known audience researcher and saxophone player

Professional skills and expertise

• Experience in several research fields (marketing, audience, media) also internationally.
• Familiarity with the workflow of research projects and experience in heading research departments.
• International experience through organizational working parties within European Society for Opinion and Marketing Research (ESOMAR), European Group for TV Advertising (EGTA), European Broadcasting Union (EBU), and Group of European Audience Researchers (GEAR).
• In 2000, Dr. Kasari was elected the Chairman of GEAR for a two-year term.

Publications

• Numerous articles in both domestic (Finland) and foreign trade journals
• Several reports in both MTV and YLE (Yleisradio) publication series
• �TV Show Loyalty in Finland� in Market Researchers Look at Advertising, the Best Esomar Papers 1949-79,Simon Broadbent (ed.),Sigmatext 1980
• Patterns of Television Viewing in Finland, PhD dissertation, Somero 1985
• YLE Broadcasting Research Review, editor 1991-95
• Report on Radio and Television Audience Measurement in Europe, (co-author with Dr. Toby Syfr�t), Esomar 1995
• Towards Harmonization of Radio Audience Measurement Systems, member of the editorial board, EBU (European Broadcasting Union), 1997
• Towards Global Guidelines for Television Audience Measurement, member of the editorial board, EBU (European Broadcasting Union), 1999
• Trends in Digital Television Audience Measurement, member of the editorial board, EBU (European Broadcasting Union), November 2003
• EBU Member Audience Trends 1991-2002, author of the TV section, EBU (European Broadcasting Union), 2003 (update in 2004)
• Digital Human Being, a member of writing team/editorial board, TIEKE (www.tieke.fi), publication 21, Helsinki 2006-01

International activities

• speaker in seminars both in Europe and USA (organized by Esomar, ARF, EBU, etc.) since 1979
• project manager in the Research Group of EGTA (European Group of Television Advertising) 1978-79
• member of the Working Party on Media Audiences Measurement 1991-94 (Esomar)
• member of the ARM (Audience Research Methodology Group, a joint industry working party) since 1996
• A member of Esomar 1979-2006
• A member of IIC (International Institute of Communications) 1990 � 2001
• A member of the GEAR (Group of European Audience Researchers) since 1983
• Chairman of the GEAR 2000-2002
• Auditor of the Irish TAM (television audience measurement system) 2005

Conference Papers and Presentations

• TV Show Loyalty in Finland, It Won�t Work Here, AMA (American Marketing Association)& Esomar (European Society for Opinion and Marketing Research), New York, March 11-14, 1979
• Loyalty of Viewing: Are There Any Predictable Patterns? If Yes, How Does This Help Media Planning? Improving Media Research (Esomar), Stockholm (Sweden), 21-23 April 1982
• Television Advertising Recognition and Perception of Contents, Broadcasting and Research (Esomar), Englefield Green (UK), 6-8 May, 1985
• New Competition Creates a Need for New Methods, New Developments in Media Research (Esomar), Helsinki (Finland), 9-12 April, 1986
• Metered TV Audience Measurement in Finland � a User�s Point of View, Television Research International Symposium (Communications Options, Inc.), Tarrytown, New York, 15-19 October, 1989
• Harmonization of Audience Research � Benefits to Small Countries, Electronic Media and Research Technologies, ARF (Advertising Research Foundation), New York, December 5-6, 1995
• Organizing for Research � the International �JIC� Story (panel of specialists), Media in Motion, Electronic Media Research Workshop, ARF (Advertising Research Foundation), New York December 8, 1997
• TV Viewing Patterns in Internet Access Homes, Week of Audience Measurement (WAM), ARF & Esomar, Cannes (France), 9-14 June, 2002
• Papers in annual conferences, GEAR (Group of European Audience Researchers), 1983-2002

More Publications, Reports, etc.

• Several reports in both MTV and YLE (Yleisradio) research series.
• Patterns of Television Viewing in Finland, v�it�skirja, Somero 1985
• Yleis� s�hk�isen viestinn�n paineessa, Helsingin Yliopisto, Tiedotusopin Laitos, julkaisuja 1A/5/1988
• Joukkoviestinn�n tutkimus muutospaineessa, kirjassa Viestinn�n valtateill� � Osmo A. Wiio kuusi vuosikymment�, Yliopistopaino, Helsinki 1988
• La premi�re ann�e de fonctionnement du syst�me de mesure audim�trique du public en Finlande, Televisions mesurees et mesures de la television, Etudes de radio-television (38), mars 1988, RTBF (Radio-T�l�vision Belge de la Communaut� Francaise)
• Radio- ja TV-tutkimuksen Vuosikirja, Yleisradio Oy, editor 1991-98
• Report on Radio and Television Audience Measurement in Europe, Heikki Kasari & Toby Syfr�t, (eds.), Esomar 1995
• Towards Harmonization of Radio Audience Measurement Systems, member of the editorial board, EBU (European Broadcasting Union), 1997
• Towards Global Guidelines for Television Audience Measurement, member of the editorial board, EBU (European Broadcasting Union), 1999
• Television yleis� tutkimuskohteena, �Media ja me� � juhlakirja professori Pertti Tiihosen 60-vuotisp�iv�n kunniaksi, Ritva Levo-Henriksson ja Marko Ampuja (toim.), Yliopistopaino, Helsinki 2000
• �In conversation with Dr. Heikki J. Kasari� (interview), EGTA News, EGTA website (www.egta.com), 2001.
• �Convergence in Media, Audience and in Audience Research Methodology�, Das Publikum als Programm, Matthias Steinmann � forscher, unternehmer und autor, Oppenheim, Stolte, Z�lch (toim.), St�mpli Verlag AG, Bern 2002
• Trends in Digital Television Audience Measurement � Recent Developments and Market Impact, member of the editorial board, EBU (European Broadcasting Union), 2003
• EBU Member Audience Trends 1991-2002, author of the TV section, EBU (European Broadcasting Union), 2003
• EBU Member Audience Trends 1992-2003, author of the TV section, EBU (European Broadcasting Union), 2004

Articles in Trade Journals

• Television Advertising in Finland, Media International, 3, 1978
• Television � Concentrating on Informative Commercials, Media International, 3, 1979
• TV Programme Loyalty in Finland, Admap, 10, 1979
• Show Loyalty Data May be of Value to Advertiser (interview), Marketing News (AMA), Vol. XII, No. 22, May 1979
• Television � a National Medium with an International Future, Media International, 3, 1980
• Analysing Television Audiences by Life Style, Admap, 7, 1980
• Where are the Light Viewers � Can the Imperatives Find Them? Admap, 9, 1980
• Ein Solo aus Suomi � Schatten f�r Skandinavien, Werben & Verkaufen, 15, 1981
• The Implications of Social Change as Monitored by European TV Companies, European Research, (Esomar), 1, 1981
• Firmly Planted in the Air, Media International, 3, 1985
• Fernsehforschung: Wiedererkennen und Perzeption von Werbeinhalt, Blickpunkte (ZDF), 12, 1985
• Ad Market Responds to New Options, Media International, 3, 1987
• Mehr Markenwerbung ins Fernsehnen, Werbern & Verkaufen, 19, 1987
• Metered TV Audience Measurement, How Finland Went It alone, Admap, 10, 1987
• How TV Audiences React to Increased programme Supply, Admap, April 1989
• European Radio Audiences, Admap, February 1993
• Radio Audience Measurement in Europe, Newsbrief (Esomar), Nr. 2, March 1993
• Metered TV Audience Measurement in Finland, EBU (European Broadcasting Union) Review, Vol. XLI No. 1, January 1990
• Radio Audience Measurement in Europe, Diffusion (EBU), Summer 1993
• Metered Television Audience Measurement in Finland, Nordicom Information, No. 4, 1994
• Accountability, Performance Indicators, Internal Efficiency, Diffusion (EBU), Spring 1996
• �coute t�l�visuelle hors foyer en Finlande, Diffusion (UER), Printempts 1997
• Out-of-home Viewing in Finland, Diffusion (EBU), Spring 1997
• Harmonizing Audience Research in a Small country, Diffusion (EBU), Summer 1998
• Higher Internet Penetration, More TV Viewing ? Admap, November 2000
• TV and the Internet: New Synergy, Diffusion (EBU), 2001/3
• Mathematical Estimates of PSP Performance Are Important But Should Not Be Misleading, Diffusion (EBU), 2002/4
• Peoplemeter Systems in the Changing TV Climate, Admap, October 2006

Articles in Finnish publications

• L�ytyyk� katsomishalukkuuden perusteella ohjelmatyyppej�, MARK, 4, 1977
• Eroaako television katsominen kulutustavaroitten k�ytt�misest�? MARK, 5, 1978
• AMA-Esomar: It won�t work here, MARK, 2, 1979
• Kansallisesta kansainv�liseen mielipiteen seurantaan, MARK, 6, 1980
• Tutkittiin television katsomista Suomessa, Mainosuutiset, 4, 1980
• Kriittinen tarkastelu, Mainosuutiset, 6, 1980
• Kuvanauhurin k�ytt� lis�� tv:n katsomista USA:ssa, MARK, 1, 1981
• Mainossanoman toistaminen: tehoa vai tautologiaa? MARK, 2, 1981
• Suomalaisista 15%:lla on kaksi tai useampia tv-vastaanottimia, MARK, 4, 1981
• Mist� mainonnan tehon mittausmenetelm�t ovat per�isin? MARK, 8, 1981
• Miksi Suomi on kes�ll� kiinni? Mainosuutiset, 5, 1981
• V�rivastaanotin jo noin 60%:lla suomalaisista, MARK, 1, 1982
• Mainonta on tehokasta juuri siksi, ettei se ole t�rke��, MARK, 6, 1982
• Mainonnan luovuus joutuu kovalle koetukselle, MARK, 6, 1982
• S�ilyyk� nykyisten kansallisten tv-verkkojen asema tulevaisuudessa? MARK, 9, 1982
• Viel� aiheesta lukija- ja katsojam��rittely, Mainosuutiset, 7, 1982
• Lukijat ja katselijat, Mainosuutiset, 6, 1982
• TV-yleis�n mielipiteet tutkitaan v�litt�m�sti viewdatan avulla, MARK 1, 1983
• Television levikki edelleen kasvussa, MARK, 1, 1983
• Mainonnan kokonaiskustannukset ja mediajakautuma v. 1982, MARK, 5, 1983
• Rating-ajattelu: uusi tapa kuvata tv-kampanjoiden laajuutta, MARK, 8, 1983
• Lis��ntyyk� television katsominen Suomessa? MARK, 1, 1984
• Tehoa tv-mainontaan, MARK, 2, 1984
• V�est�nmuutokset Yhdysvalloissa vaikuttavat markkinointiin, MARK, 8, 1984
• Suomalainen katsoo valikoiden, MARK, 9, 1984
• Onko mainosalan kehityksen ennustaminen sittenkin mahdollista? MARK, 1, 1985
• Taivaallinen viestint�: katsaus viestint�satelliittien k�ytt��n, MARK, 2, 1985
• Olisiko aika romuttaa ots-mytologia my�s Suomessa? MARK, 4, 1986
• Commercial TV and European Children (kirja-arvostelu), MARK, 8, 1986
• Miksi mainonnan tehosta tiedet��n niin v�h�n? MARK, 10, 1986
• Suomalaiset katsovat kotimaisia ohjelmia, Helsingin Sanomat 13.4.1986
• P�iv�kirjoista mittareihin, MARK, 7, 1987
• Tehokasta tv-mainontaa, MARK, 5, 1988
• Onko katsojat unohdettu? Uusi Suomi 29.1.1989
• Eri tulokset eri menetelmill� � suomalaisen mediatutkimuksen tragedia, MARK, 2, 1989
• Television muuttuva yleis�, vieraskyn�, Helsingin Sanomat, 20.2.1993
• Digitaalinenkin on normaali TV, Helsingin Sanomat, 15.8.2001
• H�vi��k� TV nettiliittym�lle?, vieraskyn�, Helsingin Sanomat, 21.3.2002
• Monta tapaa katsoa televisiota, Helsingin Sanomat, 30.3.2003
• Yleisradiotoiminta muutosten edess�, Kaleva, 10.6.2006
• Mik� s�est�vi� komppeja oikein vaivaa? Jazzrytmit 26.10.2006
• Digiaika tarjoaa uusia mahdollisuuksia, Kaleva, 21.4.2007
• Saksofaniaa New Yorkissa, Jazzrytmit 25.5.2007
• YLE:n rahoitusuudistus esimerkiksi Euroopalle, Kaleva, 20.10.2007
• Ter�v�piirto-tv voitolle Suomessakin, Kaleva, 3.1.2008
• Digitaalisen television ja radion kehitys kesken, Kaleva, 13.4.2008
• Viestinn�n valvontaan oppia Englannista, Kaleva, 22.11.2008

Adventures in Saxophone Playing and Jazz

CLICK A PICTURE TO PLAY AN AUDIO SAMPLE

LINKS

• The annual meetings of the GEAR (Group of European Audience Researchers) as documented by Jacques Durand GEAR History
• Many of my seminar papers and speeches are available trough various publishers seminar papers My articles in Admap
• I was very active at the ARM Group when it existed from late 1990's to early 2000, ARM Group
• and also within the EBU (European Broadcasting Union) ESCORT Project Group Diffusion
• I was in the editorial board of a fairly recent publication "Digital Human Being" TIEKE
• A few recordings where I play the sax Discogs.com
• I'm also a record producer NYC Clubdates
• I played in many well known groups in Finland The Boys and Badding
• and appeared also on several movie sound tracks, among others Bensaa suonissa
• Recently I have hosted jazz jam sessions in Helsinki with other well known artists
• My articles, seminar papers, etc. are on this website