Radio Research for the 21st Century. 'Going Live'

This paper describes the testing and implementation of the new RAJAR audience research contract in the United Kingdom.

Radio Research for the 21st Century: 'Going Live'

Peter Jenkins RAJARLynne Robinson Institute of Practitioners in AdvertisingTony Twyman Commercial Radio Companies AssociationTony Wearn  BBC Broadcast United Kingdom.

INTRODUCTION

The impact of deregulation, new technology and new media has resulted in virtually all media experiencing ongoing and fundamental change on a worldwide basis. Radio in the United Kingdom is a classic example of this. Deregulation has led to many more licences covering a wide range of geographic, cultural and ethnic groups being available, whilst new technology, notably digital broadcasting, is multiplying the delivery...

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