Lebanon is to have a pioneering media role in the region


themediaThe president of Lebanon Chapter of the International Advertising Association (IAA) Dani Richa said on Friday that Lebanon was going to have a pioneering media role in the region in the future. He added that Lebanon was the first market in the region to have introduced Television Audience Measurement Systems (TAM) in 1999.

Lebanon is the only country in this part of the world to have it since 10 years [ago], and now we are taking it to the next level and we have the endorsement of the television channels which we did not have before,” Richa told The Daily star.

These remarks came during a conference held on Friday at Le Gabriel hotel in Beyrouth to discuss the agreement between the advertising industry and television channels to come up with a single media currency in the country.

Push-button peoplemeters have been the worldwide standard methodology for measuring television viewing in the home for more than a decade in the most sophisticated markets.

According to Richa, this step came as a result of the joint efforts of advertisers, advertising agencies in addition to the technical research committee which includes clients as well as the major media buying companies and the television channels all grouped under the IAA.

Edouard Monin, chairman and CEO of IPSOS in the MENA region, said that by the end of 2009 a plan to cover 2602 individuals daily should be implemented by installing 1063 meters across Lebanon.


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