Bigger Role for TV Audience Initiated

ABU DHABI — The National Media Council (NMC) and the Telecommunications Regulatory Authority (TRA) appointed an international consulting firm as a consultant for the initial phase of the UAE’s TV audience measurement initiative.

By (Wam)

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Published: Wed 12 Aug 2009, 11:08 PM

Last updated: Thu 2 Apr 2015, 9:20 AM

The consultant won the tender from a pool of eight submissions from top international firms.

“We are proud to have been selected amongst a pool of world-class players for this project. We are also fully dedicated to supporting the National Media Council on this important initiative which will provide TV audiences with a voice, helping to guide broadcasters to programme shows and attract more advertisements” the company affirmed.

The NMC and TRA launched the TV Audience Measurement initiative as a critical step towards greater development of the UAE’s media industry after a series of workshops and industry consultations held earlier this year.

During these discussions, broadcasters, advertisers and members of the general public expressed the need for an independent, NMC-led initiative to establish improved transparency in TV audience measurement.

The NMC responded to the demand with a phased plan to launch a sustainable TV Audience Measurement system within the UAE in collaboration with the TRA.

The first phase kicked-off this week and devotes eight weeks exclusively to laying the foundation for successful implementation.

This includes benchmarking international best-practices, assessing the local market through research and stakeholder interviews, identifying best fit governance and technology and finally achieving alignment amongstkey players.

The participation of key stakeholders has been earmarked as the critical success factor for the initiative.

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