To the point: Silence in the forest
Two weeks ago, I wrote here: «What’s going on in television research today is like a farce. Publication yes, publication no, publication maybe, publication no, questionnaires, super-provisional injunction, partial publication ban, partial publication, amendment to the super-provisional injunction, complete publication ban.»
Today we are still at the same stage. Silence reigns in the forest and you can tell that none of those involved have even a rudimentary command of crisis communication. On the contrary. Everyone is in hiding. They don't want to hear anything, see anything or say anything. The familiar three little monkeys send their regards. Everyone is hoping for the longed-for miracle, no one dares to make demands.
Perhaps some major advertisers (or broadcasters who agree with the figures) should initiate a lawsuit, because the situation is becoming increasingly untenable. Okay, the advertisers have a performance guarantee in case the sometimes poor viewer figures actually turn out to be true at some point. The only question then is when these compensation spots can be broadcast at all. There are not unlimited possibilities in prime time and no customer will accept it if their commercials have to be broadcast at 3 a.m. in the morning. That can be expensive.
The attitude of OFCOM is completely incomprehensible. Where is its supervisory function? Things are simply being allowed to slide. At least that's how it appears from the outside. But even here, the ability to communicate a crisis is certainly not there.
Professor Matthias Steinmann has now also spoken out (thanks to Nick Lüthi and Monsieur Digital from the blog Good Morning Media Switzerland). For those who don't know, Steinmann was the head of research at SRG for many years and the inventor of the previous Telecontrol and still current Radio Control system. A man with immense experience in the field of TV research. But anyone who thinks that he is pointing out methodological problems for personal reasons is wrong. Steinmann is now retired, renovates castles and, after long legal wrangles with GfK, there is no reason for him to denigrate a new, different system. The details of Steinmann's comments can be found at our website to find. If you are interested in the issue, please take a look, as Steinmann makes a number of important points. These include points that could perhaps serve as an interim solution to the debacle.
Pierre C. Meier, Editor-in-Chief
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