Is The FCC Willing To Let The MRC Handle PPM Oversight?
May 1, 2009 at 6:21 AM (PT)
FCC Acting Chairman MICHAEL COPPS, MRC CEO GEORGE IVIE and ANTHONY TORRIERI and DAVID
GUNZERATH, SVPs and Associate Directors of the MRC, met on APRIL 14th, according to papers filed with The FCC.
At this meeting, the MRC representatives provided information on the MRC and the role the MRC plays within the media industry, and an overview of the MRC’s accreditation processes and procedures. At the request of the FCC officials in attendance, the MRC representatives reviewed the latest publicly disclosed statuses for each of the ARBITRON PPM markets that have been submitted to date for consideration of MRC accreditation.
Another letter made public documents that the FCC met with NABOB Exec. Dir. JAMES WINSTON, PPM COALITION Counsel ANTOINETTE COOK BUSH and DAVID FOSTER met with Commissioner MCDOWELL and ROSEMARY HAROLD and had a separate meeting with RUDY BRIOCHE of Commissioner ADELSTEIN's office to "document, correct and avoid the potentially devastating impact of ARBITRON's PORTABLE PEOPLE METER methodology on minority participation in the radio industry and the radio industry's service to minority audiences."
In the meeting, the group "urged the prompt issuance of inquiry regarding the reliability of Arbitron's PPM methodology," and noted that "ARBITRON's PPM methodology remains unaccredited by the MEDIA RATING COUNCIL in almost all of the markets in which it is used."
The SPANISH RADIO ASSOCIATION and NABOB expressed their "disappointment and frustration with ARBITRON's recent promises to upgrade its PPM sampling methodology," claiming "These promises will not cure the problems that have caused PPM data to be skewed and unreliable."