Arb Pres./CEO Addresses Judiciary Committee
July 9, 2009 at 8:13 AM (PT)
ARBITRON Pres./CEO MICHAEL SKARZYNSKI testified before the U.S. House of Representatives Judiciary Committee at the Hearing on Trends Affecting Minority Broadcast Ownership TODAY (7/9), saying "On behalf of the 1,100 people of ARBITRON, I am very pleased to have this opportunity to participate in the Committee’s hearing TODAY and to share with you our commitment to help Black and Hispanic-owned broadcasters succeed.
"We recognize the critical role and importance of Black and Hispanic-owned radio. Black and Hispanic radio are the voice of their local communities and a trusted and credible source for news and information," he continued. "As the voice of the local community, Black and Hispanic broadcasters are a vital link to democracy for this country.
"ARBITRON has spent over 16 years developing the PPM with input from a wide variety of industry players including the NAB, radio broadcasters and ad agencies. ARBITRON has been, and continues to be engaged and involved with members of the NATIONAL ASSOCIATION OF BLACK OWNED BROADCASTERS and the SPANISH RADIO ASSOCIATION to address their concerns and discuss improvements to the PPM measurement service.
"With inputs from our customers, ARBITRON is implementing several improvements to our PPM service including:
* Expanding cell-phone only sampling,
* Adding country of origin sampling, and
* Working to increase participation of Black and Hispanic panelists by providing one-on-one coaching, and adding recruitment incentives and retention bonuses.
"In this difficult environment, all stakeholders in the radio industry -- broadcasters, advertisers, ad agencies together with policymakers, investors and bank lenders -- must work together to help the radio industry survive. In summary, ARBITRON is committed to working with all stakeholders in the radio industry to help radio broadcasters -- especially Black and Hispanic owned broadcasters -- survive and prosper in the face of this perfect storm of economic and financial challenges."
Read SKARZYNSKI's full statement here.