Sky Italia says the time has come for a constructive debate on TV audience measurement in Italy. It follows further delays with the Auditel measurement system that have been blamed on technical difficulties.
“Italy’s TV industry is crucial to the country’s economic growth and its impact is felt throughout the broader economy given the fundamental role that advertising plays for companies that need to promote their products to the Italian consumer,” says Sky. “Auditel’s monopoly position and the importance of the data it provides make it all the more necessary that it fulfills its role extremely efficiently and in line with international best practise but also with absolute transparency and non-discrimination.”
The satcaster’s criticism goes beyond that of technical difficulties, but to the system itself, which Sky argues is out of date with a modern multichannel television business.
It says a truly efficient system would provide a catalyst for further market growth, creating new jobs, new resources and new opportunities for Italy.
