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The first round table for Audience Measurement is organized, Krasniqi: Necessity for the smooth functioning of the audiovisual media market

2024-01-15 13:45:00Aktualitet SHKRUAR NGA REDAKSIA VOX
The first round table for Audience Measurement is organized, Krasniqi: Necessity
Lori Hoxha and Armela Krasniqi

The Authority of Audiovisual Media has organized today, the table with the theme, "Measuring the audience in the Albanian audiovisual market and modality for the realization of this process".

With the participation of high-level management representatives of operators that produce audiovisual content or programs, and advertising agencies operating in the market, in this meeting the need to start the process of audience measurement as a necessity for the smooth functioning of the audiovisual market was laid out. in place.

Viewership rating is an indicator of the amount and composition of the audience for television programs. With this information, OSHMAs can adjust their program content and broadcast times in response to audience feedback. Realizing audience measurement is a necessity for the reality of the Albanian audiovisual market, as an important instrument for identifying the extent of the media influence of OSHMAs on the general public (eg how many individuals have reached the target viewership, the frequency of audiovisual programs of followed, etc.), for strengthening transparency in the audiovisual market, increasing the variety of audiovisual services, etc.

The need for the realization of the Audience Measurement is also emphasized in the last progress report for Albania, of the European Union, for the year 2023, where it is emphasized that one of the worrying issues, in terms of media freedom in the country, is the concentration of the market and audience, as well as the lack of transparency of media funding. In this context, it is Albania's duty to commit to the audience measurement process.

" Also, after the screening process of October and according to the Roadmap of the State of Law 2024-2030 - a document of Albania's state policy, approved by the Decision of the Council of Ministers in the middle of December that we left behind - the AMA has been left with a task addressing the issue of the concentration of the media market, increasing transparency, regulating aspects of media ownership and audience expansion", said the President of the AMA, Mrs. Armela Krasniqi in the opening speech of this activity. "According to the Guide, the commitment of the AMA as a regulatory authority is the launch this year, that is during 2024, of the audience measurement process by helping operators who produce audio and audiovisual content or programs, in ensuring a transparent process. AMA will do this by contributing to the methodology and plan to set up and implement the system that realizes this process".

In the framework of this, AMA has also prepared draft proposals for the relevant changes in its own organic law, including the concept of Audience Measurement. Currently, the proposed changes are in the public consultation phase.  

" In the Albanian audiovisual market, 136 OSHMAs operate, producing audio and audiovisual content or programs, for a population of about 2.9 million inhabitants," said Krasniqi. "What does this mean? It means that, in this variety of media offers, audience measurement is a necessity, as an irreplaceable instrument for identifying the extent of media influence of OSHMAs on the public, as a tool for strengthening transparency in the Albanian audiovisual market, but also for the increase in the variety of audiovisual services. Audience measurement is a necessity because more than anyone else it serves the operators themselves to show them the amount and composition of the audience that follows their programming, their trends and tastes, the timing and the prospects of selections for the future. So it is an extremely useful process in the medium and long term context of the media business ".

Also, Ronelda Rrapollari, General Secretary of AMA, presented to the attendees two models of audience measurement, carried out in neighboring countries and close to Albania from a geographical point of view and with similar economic and social realities, respectively in Macedonia and North and Croatia. North Macedonia made the necessary legal changes for audience measurement in 2014. Croatia started audience measurement in 2019. In both cases, the consultation process showed that the best way to organized the audience measurement process was the formation of the Joint Industry Committee, which determines the level of administration of funding sources by the participating OSHMAs as well as the implementation of the standardized measurement and evaluation methodology, in order to ensure transparency and accountability.

The provision of the audience measurement service in these countries has resulted in significant improvements in quality, the expansion of the audience measurement panel (TAM) from 810 to 1000 households, the integration of new technological solutions, as well as the establishment and observance of the highest standards. high performance standards, jointly approved by the Joint Industry Committees.

As the independent regulatory authority, the AMA has a supporting role in the audience measurement process. The authority will design the methodology of this process.

"Currently, the AMA is researching the best practices followed in several EU countries and the region where the audience measurement has been carried out in advance, Krasniqi said. From the experiences studied so far, it results that the market operators, in agreement with each other, must create a common organizational structure for the selection of the company that will perform the audience measurement, in order to ensure a process as transparent and reliable for the parties involved. The AMA will play a supporting role by contributing to the methodology of this process. We are here and open for any necessary support until the beginning of the implementation of this methodology by the audiovisual media operators themselves ".

Further, the meeting continued with discussions on the possibilities of realizing this process and in the end it was agreed to create, as a start, a Working Group, whose members will be all audiovisual operators and advertising agencies present at the meeting, as forerunner of the Joint Industry Committee. AMA in this process will have a coordinating role and in the next meeting will bring models taken from other countries of the Region so that the operators can choose the best and suitable model for them to continue with the implementation modalities. of audience measurement.

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