Media Audience Specialists Launch Global Alliance

Organisations from India, Japan, France and Canada have teamed up to launch GAMMA, the Global Alliance for the Measurement of Media Audiences. The new body, headed by Global MD Brad Bedford, aims to align operational processes and technical standards in the sector.

BARC (India), Médiamétrie (France), Numeris (Canada) and Video Research (Japan) say the move is a response to rapid advancements in technology which are re-shaping both the distribution and the consumption of content. The four nations collectively account for a total population of more than 1.5 billion and represent a combined advertising spend of U$D 78 billion (15% of the worldwide total).

Neil McEneaney, President & CEO of Numeris comments: 'This global body will help us leverage knowledge, innovation and audience measurement expertise as a result of more effective discussions with key international players. We are confident that this alliance will be a key conduit in gaining stronger cooperation towards more consistent, transparent, standardized and interoperable audience measurement'. Video Research President & CEO Yuzuru Kato says: 'While each market behaves differently and has unique challenges, the single issue common to all audience measurement providers today is the ability to capture complete viewership, irrespective of screen. Innovation and collaboration remain the primary criteria and this expanded global relationship provides a major step towards that end'.

Bedford also stresses the cross-device challenge and says the partnership 'seeks to facilitate continued movement in that direction'. He concludes: 'I am truly honoured to represent this effort on a global scale. We are confident this alliance will be a source of great knowledge sharing and continued learning for the industry'.

Web sites: www.barcindia.co.in , www.mediametrie.fr , www.numeris.ca and www.videor.co.jp/eng .