SW calls for an amicable solution
The Swiss Advertising Association (SW) is deeply concerned about the dispute over TV viewership data. It argues that this dispute is compromising the entire industry. The umbrella organization is therefore calling on all parties to the conflict to reach an amicable solution.
We appeal to all parties involved in the conflict over the validity of Mediapulse data to seek an amicable solution with the utmost urgency in the interests of the entire media and communications industry. It is unacceptable that particular interests, even if they are partially justified, torpedo such an important process regardless of the consequences for the industry as a whole. The industry cannot afford the resulting loss of credibility and trust among the public, politicians and authorities, especially today. Only with joint efforts will it be possible to master the challenges of the current change in media and usage.
The umbrella organization is aware that problems have arisen during the introduction of the new measurement system, which have understandably led to uncertainty and, in some cases, dissatisfaction. At the same time, SW is asking those directly affected to maintain a sense of proportion with regard to the overall situation. It also supports all efforts, in particular an independent arbitration body, which would help to resolve such conflicts within a reasonable period of time in future.
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