Media and development:Optimizing media indices in Asia1

摘要

There is evidence from around the world that syndicated audience measurement and media research is a stimulus to growth and development of media markets. Advertisers, for example, are unlikely to invest without a mechanism for measuring their return on investment. Media houses fail to flourish without sustained advertising and sponsorship revenues. In many of the more developed media economies in the Asia region such research is already in place. However, media markets in Asia are immensely diverse and dynamic. Many countries have no audience measurement systems and content distribution is no longer reliant on traditional journalism and media houses.