Criticism of the quotas
A new voice is emerging from the ratings debacle: Matthias Steinmann, longtime head of research at SRG and inventor of Telecontrol, comments on the deadlocked situation surrounding the new panel and sees a possible way out.
As four months have already passed without the market having fully recognized the new television research, Steinmann writes that he allows himself a few personal thoughts and comments on the published expert reports and opinions without a mandate and without legal relevance. According to Mediaweek.ch a Opinionwhich he sent to former employees and business partners. Without Steinmann's knowledge, it had been placed on a Blog has been published. Matthias Steinmann confirmed the authorship to Medienwoche, but did not wish to comment further.
The whole thing is the result of a wrong strategy - starting from scratch with a new company and a completely new method. It would have been better to use his Telecontrol - he doesn't say this explicitly, but he probably means it in his 10-page document. Steinmann sees the termination of the measurement system as a possible way out. According to Steinmann's observations, the basic scientific requirements are simply not met. It is simply not possible to measure what is supposed to be measured. Steinmann therefore considers the data collected to be neither reliable nor sufficiently valid.
Mediapulse's argument that the old data cannot be compared with the new viewer figures (Werbewoche interview with Manuel Dähler, Director of Mediapulse) is thwarted by Steinmann with the simple assertion that experts are perfectly capable of making such comparisons.
Steinmann sees a possible solution to the "disaster, there is no other way to describe it" in a quick end: "Personally, I ask myself whether an end with horror would not be preferable to a horror without end. (uma/medienwoche)
Teaser image: Keystone
