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Thursday, July 3, 2008

An FCC advisory committee asks it to investigate Arbitron's PPM – soon

FCC_logoIt says "the use of a measurement system that may not accurately measure audiences would be a disservice to the entire radio broadcast industry and the American public" - especially if it "may not accurately measure minority audiences." So the FCC's "Advisory Committee on Diversity for Communications in the Digital Age" is requesting an investigation of the People Meter that's currently in "live" use only in Houston and Philadelphia. The main angle is the meter's potential impact on minority broadcasters (it "may be substantial enough to wipe out all of the gains" from the agency's new diversity policies). And since electronic measurement is due in September in Los Angeles, San Francisco, Chicago and New York - "time is of the essence." The advisory committee wants the FCC to stay very busy this Summer, with its investigation done by August 15.

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