Initial phase of TV audience measurement initiative shows positive trends

The initial results of the recently launched TV audience measurement initiative has proved positive trends in the in the study of application of the project for the measurement of TV audience in the United Arab Emirates.

The National Media Council (NMC) and the Telecommunications Regulatory Authority (TRA) were jointly apprised of the findings by the consulting firm appointed to implement the project. 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. Phase I aims to provide the basic rules to move forward in implementing the project to measure the percentage of television viewers in the UAE by offering proposals on aspects of restructuring and corporate governance, cost as well as technical regulations and quality control.