Why FG is setting up audience measurement system ― Lai Mohammed

Minister of Information and Culture, Lai Mohammed, has said the Federal Government was setting up an audience measurement system to be able to facilitate its decision to fight exclusivity of the programme to any cable TV.

He said it discovered that there was no scientific measurement system to know the number of viewing eyeballs glued to television per time or its content, this he said prompted FG decision to guide advertisers and manufacturers seeking to promote a product

Mohammed who appeared before the Senate Committee on Information and National Orientation said it also observed exclusivity of a programme that was limited to one organisation, thereby shutting out Nigerians who are not on that platform from having access to the same pol=pular content on their platforms.

“However, in a bid to ensure that there is access to the same content, the ministry has carried out some amendment of the broadcasting code and compelled the organisation to carry out negotiation between platforms so that in spite of their purchase of television content from the UK and Italy they are compelled by the code to negotiate with other cable platforms to allow them to use it,” he said.

He pointed out that the rollout of the digital switch-over has challenged many artistes to improve on their game because the use of the boxes will create million of jobs in the industry.

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