Report: Arbitron Looking To Stave Off FCC Probe
March 12, 2009 at 5:36 AM (PT)
New ARBITRON CEO MICHAEL P. SKARZYNSKI met with Interim FCC Chairman MICHAEL COPPS on MARCH 5th to assure him that the ratings firm will make a concerted effort to meet critics of the PPM, reports ARSTECHNICA.COM. The goal of ARBITRON'S outreach is to head off an FCC investigation into the new ratings device.
"The radio audience measurement company's top officials are assuring Interim Chair MICHAEL COPPS and a U.S. Senator [later identified as Sen. BOB MENENDEZ] that they will meet with their critics and try to address concerns that the new device will undercount minority radio station audiences," the report stated. "ARBITRON will 'work with stakeholders in the radio broadcasting and advertising communities and others, to improve the Radio First PPM service,' SKARZYNSKI told COPPS on MARCH 5th, 'and to assist interested parties in taking advantage of the increased information that is available through PPM and that is not available under the diary-based system which PPM is in the process of replacing."
Another reason for not launching an FCC inquiry into the PPM: "SKARZYNSKI and his attorneys warned that investigation "would likely result in retarding the continuous improvement program by diverting the time, energy, attention, and resources of key ARBITRON personnel involved in that program to litigation-related tasks associated with a formal Commission investigation."