Television audience measurement in Russia. Past, present and future

Geoff Wicken and Elena Koneva

This paper describes developments in TV audience research in a fast-changing market: Russia. Against a background of immense political, social and economic change, TV audience research too is modernising very quickly.

Television audience measurement in Russia. Past, present and future

Geoff WickenBMRB International, UKElena KonevaandVladimir ShchipkovCOMCON 2, Russia

BACKGROUND - SOCIAL AND ECONOMIC

It is an undeniable fact that Russia is changing quickly. As time goes on, it becomes more and more difficult even to find definitions which would describe the state of the society, economy, cultural and social life.

Adopting the Western culture and life style, we, nevertheless, are still retaining our own distinctive features, and not only in positive aspects.

However, nothing common and human is alien to us, and thus, television in...

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