Task Force Outlines Recommended Changes to MRC

Oct 24, 2005  •  Post A Comment

A panel formed when the Local People Meter controversy was beginning to boil over in 2004 released a report Monday recommending structural changes in the research industry watchdog Media Rating Council that it says would improve minority audience measurement.

The Independent Task Force on Television Measurement’s recommendations include the creation of nonvoting seats to be filled by public-interest representatives on the MRC’s board of directors, adjustable membership fees to make it easier for smaller companies to join the MRC, expansion of advertiser representation to achieve parity between buyers and sellers, and opening up the MRC voting process except where proprietary information is involved,

Comment was unavailable Monday from the MRC and from Nielsen Media Research, one of the ratings companies whose research the MRC is charged with accrediting.