UAE to introduce people meters for TV audience measurement

UAE-- The National Media Council and the Telecommunications Regulatory Authority in the United Arab Emirates are to implement a new television audience measurement project based on people meters.

The two government bodies are looking for a company to manage the project, which is still in the planning stage. It will play a regulatory role when the system is established.

Piyush Mathur, Nielsen's regional managing director for the Middle East, welcomed the news and told Research: “We are glad that the NMC and TRA have decided to move ahead with this project since it is the need of the hour for the media industry in UAE.”

Mathur has been at the forefront of the campaign to introduce people meters in the country, and held a workshop with advertisers and media last October to promote their use.

He would not comment on whether his company would be bidding for the contract.

Author: James Verrinder