Market Requirements and Political Challenges: Russia Between Two Worlds
2014 (English)In: Television Audiences Across the World: Deconstructing the Ratings Machine / [ed] Jérôme Bourdon and Cécile Méadel, Palgrave Macmillan, 2014, 179-195 p.Chapter in book (Refereed)
The chapter by Davydov and Johannson is dedicated to the history and current state of the TAM system in Russia. Special attention is payed to origins of national TV market and first steps in audience measurement in 1990s. The story of battles around series of TAM tenders, that didn't manage to unite the industry around the measurement project, is given in detail. Authors argue that the existing TAM project is a result of compromise between the needs of global advertisers and political system. It is shown, that during the reign of Vladimir Putin since 2000 Russian government has strong influence on decisions in the field of audience measurement. However the reached consensus on the TV measurement among various political groups seems to be quite fragile.
Place, publisher, year, edition, pages
Palgrave Macmillan, 2014. 179-195 p.
Media and Communications
Research subject Politics, Economy and the Organization of Society
IdentifiersURN: urn:nbn:se:sh:diva-22273DOI: 10.1057/9781137345103.0017ISI: 000337126700011ISBN: 9781137345097ISBN: 1137345098OAI: oai:DiVA.org:sh-22273DiVA: diva2:697148