The Minister of Information and Culture, Alhaji Lai Mohammed, Tuesday inaugurated the Task Team on Audience Measurement.
The committee is chaired by Alhaji Bello Kankarofi. Other members are: Mr. Obi Asika; Hajia Sa’aa Ibrahim; Mr. Mahmoud Ali Balogun; Mrs Pauline Ehusani; Mr. Tolu Ogunkoya and Mr. Joe Mutah (Secretary).
The minister charged the committee to develop an industry framework for a robust Audience Measurement System that meets global standards and supports the realization of the immense potential of the Nigerian Creative Industry.
The minister, who inaugurated the committee virtually in Abuja on Tuesday, said the absence of a world class measurement regime has resulted in under-investment in the sector.
He said the Advertising community continues to rely on subjective factors when making decisions on the content they want, as opposed to how many viewers the content truly attracts.
Alhaji Mohammed stressed the need for an objective and scientific Audience Measurement System that articulates the value of the content to consumers, as well as the value of the audience to advertisers, particularly in the television sector.
He said for the Digital Switch Over (DSO) in broadcasting to be effective, there has to be a robust Audience Measurement System to
make it sustainable for Signal Distributors, Channel Owners, TV Content Producers and Advertisers.
He further charged the committee to recommend a Payment and Disbursement Framework among the key stakeholders in the industry, that is, the Broadcasting Organizations of Nigeria (BON), Media Independent Practitioners Association of Nigeria (MIPAN) and the Advertisers Association of Nigeria (ADVAN).
Responding, Kankarofi said the inauguration of the committee is a watershed in the annals of the broadcast and advertising industry in the country.
Alhaji Kankarofi, who said there was a failed attempt in 1995 to set up an Audience Measurement System for the advertising industry, expressed the belief that the overwhelming commitment of the Minister
will drive the effort to success this time around.
The committee has six weeks to submit its report.
