Keach Hagey writes for TheNational: The push to bring electronic television audience measurement to the UAE has advanced a step, with the Ministerial Council for Services giving the green light to a plan by the National Media Council to introduce the technology to the local market.
The system, called “people meters”, uses set-top boxes to note what programmes audiences are watching, providing advertisers and broadcasters with real-time viewership data they can use to plan programming and advertisements. With this week’s approval, the system inches closer to reality here. Ibrahim al Abed the director general of the NMC, said that a few more meetings would be held this week with stakeholders to smooth out details but that action on the long-awaited project was imminent. More...
