Introducing ratings in transition
Australian Key Centre for Cultural and Media Policy, Griffith University
Faculty of Community Services, Education and Social Sciences
School of Communications and Multimedia
There is considerable ferment surrounding audience measurement systems in Australia and internationally (Balnaves, O'Regan and Sternberg, 2002). This article identifies the range and sources of this ferment. It pinpoints several pressure points such as the constitution of ratings panels and the problems of survey fatigue in a fragmenting media environment. Consideration is also given to ‘next generation’ ratings measurement technologies such as the personal people meter (PPM) and their likely impact upon the industry and its norms, and new media formats such as the personal video recorder (PVR) and the problems and opportunities they create for audience measurement systems.