Private research at SRG soon
Market Research: SRG plans to integrate its research department into Publica Data and bring private companies on board.
Market research SRG wants to integrate its research service into Publica Data and bring private companies on board The SRG research service, which collects market data for SRG media and private radio and TV broadcasters, is now an SRG service center. However, the marketing of the data is the responsibility of the wholly-owned SRG subsidiary Publica Data AG. This is now set to change. According to a proposal by SRG management, the research service will be integrated into PDAG and the shareholders of this new PDAG will also be opened up to private providers, advertising clients and agencies. SRG has no concrete ideas about the number of shareholders, but their shares should "roughly reflect market conditions", said DRS Director Walter Rüegg, also a member of the SRG Executive Board. What is certain is that SRG wants to retain a clear majority. The PDAG Board of Directors, which consists of three SRG representatives and two private representatives (one customer representative and one media representative), will not be changed. However, similar to a bicameral parliament, it is to be supported by a Board of Trustees that represents the individual interest groups and not their market strength. There are also plans to merge the user commissions (one for SRG media and one for private media) into a single body.
The new PDAG will buy the existing radio and TV measurement panels (Radiocontrol, Telecontrol) from SRG, operate them and market the data. "This will bring a certain gain in efficiency," emphasizes Rüegg.
The head of DRS invites all interested groups to a briefing in Zurich on July 9. Rüegg should receive the comments of those affected by the end of August. According to the SRG plan, the new structure is to be decided by the SRG management in September. The search for a successor to the Head of Research Matthias Steinmann can then begin.
Steinmann's impending retirement in mid-2004 was the trigger for the planned restructuring. However, the private providers had protested against this in the spring because they had neither been informed nor included in the project group.
(mk)
The new PDAG will buy the existing radio and TV measurement panels (Radiocontrol, Telecontrol) from SRG, operate them and market the data. "This will bring a certain gain in efficiency," emphasizes Rüegg.
The head of DRS invites all interested groups to a briefing in Zurich on July 9. Rüegg should receive the comments of those affected by the end of August. According to the SRG plan, the new structure is to be decided by the SRG management in September. The search for a successor to the Head of Research Matthias Steinmann can then begin.
Steinmann's impending retirement in mid-2004 was the trigger for the planned restructuring. However, the private providers had protested against this in the spring because they had neither been informed nor included in the project group.
(mk)
