Following the Decision made at the second round table, organized a few days ago for the Audience Measurement, AMA has gathered today the representatives of local and regional televisions to discuss the process of selecting 3 representatives to the Media Joint Industry Committee. Following many discussions and debates, the stakeholder parties voted and agreed on the calculation formula to be used for the selection, which shall be based on the following criteria:
- Annual rotation, as determined by the results that will emerge from the Audience Measurement.
- The number of insured employees and the social insurance value for the last two years.
At the second roundtable on Audience Measurement, organized on January 31st, attended by representatives of senior managers of TV operators producing audiovisual content or programs, as well as advertising agencies operating in the market was agreed on the establishment of a Joint Industry Committee with 9 members according to the approved formula:
– representatives of 3 private television broadcasting channels with a national license;
– representatives of 3 local/regional television broadcasting channels;
– National public broadcasting television;
-two representatives from the Association of Advertising Agencies;
In this meeting, the local/regional television broadcasting channels representatives requested more time to study the examples AMA introduced on the methodology used by different countries in the Region and Europe for audience measurement, as well as to decide on how to select the 3 relevant representatives.
As an independent regulatory authority, AMA has played a driving role in the process, up to the establishment of the Joint Audience Committee as well as providing assistance, as needed, for the methodology that shall be applied to audience measurement in Albania.
In this regard, the consecutive round table was held today, dedicated only for the representatives of local and regional television broadcasting channels, agreeing on the formula to decide on how the selection shall be made.
Audience measurement is an indicator of the amount and composition of the audience for television broadcast programs. With this information, AMSPs can adjust their program content and broadcast times in response to audience feedback. The realization of the audience measurement represents a necessity for the reality of the Albanian audiovisual market, as an important instrument for identifying the extent of the media influence of AMSPs on the general public, for strengthening transparency in the audiovisual market, increasing the variety of audiovisual services, etc.
