New initiative promises people meters

Renewed efforts to monitor TV audiences by introducing people meters in the region have been welcomed by industry experts after a previous attempt became mired in red tape and political differences.

The UAE’s National Media Council and Telecommunications Regulatory Authority are to collaborate on plans to introduce set-top boxes and provide accurate audience figures in the emirates for the first time.

Karim Sarkis, executive director of broadcasting at Abu Dhabi TV, believes this system is more likely to be implemented than Project Illumination, a similar initiative launched by the Advertisers’ Business Group three years ago which has suffered repeated delays and is yet to be piloted in Saudi Arabia. “Project Illumination was primarily focused on Saudi Arabia, with other countries in the Middle East to follow, but it has been bogged down in regulatory issues and unfortunately hasn’t materialised,” said Sarkis. “I feel that with a more pragmatic approach and the support of the government, this project could be different. I know from experience how quickly things happen here once they have been decided.”

He said the input of a specialist auditor with globally-recognised methodology, top-level support and complete transparency would be crucial to the success of the initiative, which could have far-reaching effects on ad spend and programming quality by providing accurate and up-to-date viewing figures.

Mazen Hayek, group director of marketing, PR and commercial at MBC, also welcomed the announcement.

“The latest plan for people meters is timely and muchneeded, provided it is done in a professionally audited and credible way that produces accurate results, but it will achieve nothing on its own. It is a means to an end,” he said.