The long-mooted people meter project in the UAE has taken significant steps forward, according to the director general of the country’s National Media Council (NMC).
The people meter system, which sends information from a set-top box installed in a user’s home about what they watch, would provide advertisers and broadcasters with vital audience measurement details to stimulate the region’s advertising market.
“We’re planning to start the project soon,” said Ibrahim al Abed, director general, NMC speaking to local daily The National. “We want to make sure that all the stakeholders, whether they are TV stations, advertisers or advertising companies, to be involved in it.”
Abed also claimed that the project, which will be paid for by the various stakeholders, had already attracted more than 70 percent of the finances required to fund the project.
NMC has hired French consultancy Capgemini to assess the viability of using people meters in the UAE.
Last April, Abu Dhabi Media Company’s executive director of broadcast, Karim Sarkis told DPME.com that it was working on a people meter project and was keen to involve NMC in a regulatory capacity.