TV research

Initiated by the TIC in March 2010 in Kyiv, a constituent meeting of the Media Measurement Council was held. Leading industry associations - customers or controllers of media measurement and leading researchers in this area - united to improve media research market.

During the constituent meeting, participants discussed the main objectives of the association and agreed plan of action for the near future. Currently any official formalization of the association has not been discussed; the Council is considered a self-regulating mechanism of the industry.

The main purpose of this association is to organize a balanced system of all types of media audience research and promotion of media measurement market in Ukraine, including popularizing the idea of joint industry committees for media research.

Among the necessary and first-priority tasks, the Media Measurement Council sees:

• a public event for a detailed presentation of its objectives – is planned for May 2010;
• the creation of the Ethical Code of audience data users – conventions for data handling which would take into account both sociological and ethical communication standards;
• press-courses on media measurement for journalists to teach basics of all types of media audience measurement. These are free press-courses consisting of theoretical (academic part) and practical part (visiting the researcher company).

Below is the list of member-companies of the Council (as of March 2010):

Outdoor advertising: AGB, DOORs, Outdoor Advertising Association of Ukraine, Ukrainian Media Monitor, Outdoor Advertising Industry Committee.

Internet: GfK Ukraine, InMind, Internet Association of Ukraine, Ukrainian Association of Internet Advertising.

Print Press: TNS, Ukrainian Association of Press Publishers.

Radio: TNS, Interdepartmental Committee of Radio Measurement.

Television: GfK Ukraine, Communication Alliance, Television Industry Committee.

You can download the Regulations of the Media Measurement Council here.

In March 2010, the Media Measurement Council began working on drafting the Ethical Code of audience data users – conventions for data handling.

The Ethical Code shall include sociological and media measurement standards and ethical communication norms for data users.