Newtworks, advertisers want a better skew of viewers.

The telegram ran an AP article under the title ” Networks, advertisers seek better ways to count viewers” which stated that Fourteen media companies said they are joining forces to fund new ways to track viewership of television programming throughout various platforms. Stations are said to include ABC, CBS, NBC and Fox as all involved, along with Time Warner and Viacom. Prominent advertisers Procter & Gamble, AT&T and Unilever are also included in the Coalition for Innovative Media Measurement.

When this much fire power gets involved you know the purpose is to convince advertising agencies that everyone is watching so it would be best spend your ad dollars on the TV markets. These numbers will never be accurate as long as self serving commercial interest are behind these types of initiatives.

Print and Radio measurments have never been accurate as far as I could tell.

Numerous public access stations, in various areas, have conducted their own research on this. WCCA has a little while ago. See WCCA’s high marks and scroll to survey. Our results will be quite different, but maybe arguably more realistic.

It perplexes me why people would pay the high rates to reach local audiences when they could appear on public access TV for far less and reach the targets the intend to. In Worcester for example, WCCA TV reaches about 55,000 households. Each household may have more than one viewing member. To produce your own show it may cost around 45 per year to be a member, plus the cost of DVD’s. You could be a guest on dozens of community shows to share your mission or opinions for free, you could underwrite extremely professional looking WCCA public access shows ( possible receive a tax credit too) and , in so doing, get your name or your company out there. Yet, many feel spending thousands of dollars on commercial venues which may or may not reach the numbers they expect to is acceptable.

In these tough economic times it just doesn’t make sense not to support and or get involved with public access television.


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