The true cost of change

This article examines the implications of a new BARB contract to measure TV audiences in the UK. New technology may well hurt both buyers and sellers of air time, which is explained by looking at past experiences, ie the installation of people meters in the early-mid 1980s.

The True Cost of Change

Chris Horsley, HC Media, examines the implication of a new BARB contract to measure UK TV audiences

Given the enormous changes now sweeping through the UK television scene it seems only natural for BARB to ask for tenders for a new television audience measurement contract. New types of television surely demand new research thinking, and what better way to concentrate the minds of research companies than to give them the opportunity to bid for a contract which approaches 10 million a year?

The logic of this course of action appears obvious and it is...

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