The original draft of the proposed legislation was so broad that it encompassed
all ratings and other research companies.
12 After hearings were conducted, a
modified bill passed the Senate, but it was defeated in Assembly committee in July 1984. This legislative act would have made it unlawful (1) to use a survey
in preemployment screening of entertainers "unless the surveys provide a bona
fide sample of the employee pool and audience characteristics." Entertainers
would have the right to "be included in any survey used for preemployment
screening or hiring upon his or her written request."
As a result, TVQ accelerated action to revise its sample to reflect more
accurately the ethnic segments of our population.
14 Note that this is the first
instance of threatened governmental intervention with respect to a syndicated
qualitative measurement. If such services gain wider use and influence in program
decisions, it is not unlikely that governmental agencies or industry groups such
as EMRC will become involved in the area in the future.
It seems clear enough that no one--government, industry, producers, artists,
or the public--really sees any merit in government involvement in the syndicated
ratings field. The potential for intervention seems enough to assure continued
and effective industry discipline.
Lawrence Meyers Jr., An examination of television audience measurement methods and an application of sequential analysis to the telephone
interview method, doctoral dissertation, Syracuse University, New York, June 1956, p. 44.
Philip D. Jursek, An analysis of broadcast audience measurement: Recent
government investigation and methodology research, with an assessment
of the current state of the art, doctoral dissertation, Graduate Division, Wayne State University, Detroit, 1970, p. 34.
Harold Mehling, The Great Time-Killer ( Cleveland: World Publishing
Co., 1962), p. 240.
Federal Communications Commission, Order No. 59-1136, November
Report of the Committee on Interstate and Foreign
Commerce, Special Subcommittee on Investigations, U.S. Government
Printing Office, Washington, D.C., 1966.
This includes the work of the Committee on National Television Audience
Measurement (CONTAM) in its first three studies, and the NAB-ARB
All-Radio Methodology Study (ARMS), both described in Appendix D.
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Audience Ratings:Radio, Television, and Cable.
Contributors: Hugh Malcolm Beville Jr. - Author.
Publisher: Lawrence Erlbaum Associates.
Place of publication: Hillsdale, NJ.
Publication year: 1988.
Page number: 256.
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