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The Director General, Mr Charles Ebuebu, in his opening remarks, stated that the essence of the training was to arm the staff with the basic knowledge of Audience Measurement System and its importance to NBC, as the Broadcast Regulator.
Mr. Rotimi Pedro, representative of First Media, gave an overview of the Audience Measurement System. He described it as a process of determining how many people are consuming particular media content at specific time of the day.
Mr. Pedro explained that Audience measurement system collects data on audience size with boxes installed to the television sets in various homes which measures what is being watched in real time.
He added that the data collected during these surveys would enable NBC project advertising audience all over the country, which, invariably, would benefit the Broadcasters.
He highlighted that Audience Measurement system is a regulatory and economic tool, that will help track viewer’s choices, and advertisers spending. This, he added has multiplier effects, and most importantly, will help build and sustain the economy of the broadcast system.
The training, which had in attendance, all members of Board of Management of the Commission, and staff of various Directorates, had extensive interactive sessions.
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