A plan to introduce people meters to the UAE poses a ‘danger’ to small regional TV broadcasters, Abu Dhabi Media Company (ADMC) executive director of broadcast, Karim Sarkis, has claimed.
Ratings project poses risk to TV bit-players: ADMC
A plan to introduce people meters to the UAE poses a significant risk to small regional TV broadcasters, a senior Abu Dhabi Media Company executive has claimed.
26 March 2009
The company is spearheading the rollout of 750 in-home people meters, which it claims will reveal more accurate television viewer statistics to broadcasters and advertisers, than those previously available.
Data compiled from the devices will provide advertisers with more pertinent statistics on the popularity of certain programming, and how best to deploy investment.
Sarkis said that this data would also prompt a reassessment of production output, and investment in more popular content by many broadcasters.
“I think that some of the smaller stations, which may not have been very profitable, but thought they were quite successful and were perhaps operating for reasons of their own, might re-evaluate why they got into the game in the first place,” he commented.
“For the smaller stations, I think there is a danger of losing revenue, but I think it will provide a chance for healthy consolidation of broadcasters in an industry that should be driven by commercial interests and not by other considerations.
“I don’t think that anything will change for the major players.”
ADMC will spend between $2.5 and $3 million on the project in its first year.
While the company has taken control of the initial stages of the project and is prepared to proceed alone if required, it is currently in negotiation with potential technology partners and investors.
“What we are doing is facilitating the project. We are going to take the [monetary] hit up front, knowing, hoping, and believing that once clients, broadcasters and agencies see the data, they will believe in the project and come on board,” said Sarkis.
“We wanted to ensure that money was not the sole reason preventing this project from going ahead, but we are almost certain that we will not be the only party funding this.”