Global Guidelines for Television Audience Measurement. The Story of GGTAM

The international joint industry Audience Research Methods (ARM) Group plans to publish GGTAM, its Global Guidelines for Television Audience Measurement, in spring 1999.

Global Guidelines For Television Audience Measurement: The Story of GGTAM

Peter MenneerPeter Meneer Research, UK

INTRODUCTION

The international joint industry Audience Research Methods (ARM) Group plans to publish GGTAM, its Global Guidelines for Television Audience Measurement, in spring 1999. The drafting phases have stimulated a lively debate within the broadcasting community, on both sides of the Atlantic and in the southern hemisphere.

This paper first reviews the origin of these internationally endorsed and professional guidelines an initiative originally taken by the EBU, in conjunction with the heads of audience research from public broadcasting organizations (GEAR), and other industry...

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