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Capgemini Gets UAE TV Audience Contract
In the UAE (United Arab Emirates), two regulatory bodies have commissioned management consultancy Capgemini to undertake the initial phase of the country's new TV audience measurement initiative.
The firm won the tender from a pool of eight submissions from international firms.
'We are fully dedicated to supporting the NMC on this important initiative which will provide TV audiences with a voice, helping to guide broadcasters to program shows and attract more advertisements,' the company said in a statement.
The NMC (National Media Council) and the TRA (Telecommunications Regulatory Authority) launched the programme in January, after hosting a series of workshops and industry consultations.
During these discussions, broadcasters, advertisers and members of the general public expressed the need for an independent, NMC-led initiative to establish improved transparency in TV audience measurement.
Phase one kicked off this week, and the next eight weeks will be spent laying the foundation for a successful implementation of the service, including benchmarking international best-practices, assessing the local market through research and stakeholder interviews, assessing technology options and meeting key players.
The TRA is online at www.tra.gov.ae .
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