The Emirates Media Measurement Company (EMMC) is ready to deploy the UAE's long-awaited television audience measurement system or people-meters to broadcasters and advertisers.
A staged rollout of the system started from July 1st before the official launch in October 2012. The people meter system will be known in the UAE as 'tview' and the objective is to advance the TV media industry by generating transparent, accountable and reliable ratings that will be used as a currency of trade.
tview's unique proposition is that it provides minute-by-minute viewing data delivered the following day. The data includes additional demographic information such as nationality, gender, location, age and socio-economic status for viewers aged 4 and above, although all data is reported anonymously and individuals are not identified.
EMMC is a joint venture of leading broadcast entities, Abu Dhabi Media, Sharjah Media, Rotana Media, and Etisalat, and is also supported by du. The project was the result of a Federal Cabinet initiative and has been led by the National Media Council and the Telecommunications Regulatory Authority.