In 2001, Switzerland was the first country to introduce Radiocontrol the new electronic device for radio audience measurement: a wristwatch that regularly measures the surrounding sounds. Before that, data on radio consumption was gathered exclusively by questioning, either person-to-person or by post or telephone. From questioning to measuring: a paradigm shift!
The development of this new audience research system has been made possible by the interdisciplinary cooperation of the various partners involved in the project, which was supported by the Swiss Commission for Technology and Innovation (CTI) and the publicly funded Swiss Broadcasting Corporation.
Swiss private radios had little influence on the development of the project, and when Radiocontrol was finally ready to replace the old research system, they had indeed no alternative to joining.
However, after one year's experience, there still remain a number of open questions and doubts. Martin Muerner, Vice-Presideent of the Association of Swiss Private Radios VSP/ASRP, has observed and accompanied the development of Radiocontrol closely ever since ist first steps. In his conference, he will present the private radios' views and analyzis, explain their reserves, and show how audience measurement results have to be considered in a different way since the change of methods.
Martin Muerner
After having taken his first steps in radio business in California, USA, Martin Muerner lived the very first years of Swiss Private radios in the early 80s in Berne, working for Radio Förderband. In 1987, he co-founded Radio BeO in the Bernese Oberland, and has been its station manager since. Furthermore, he is the CEO of Pool 2000 and the Vice-President of the Association of Swiss Private Radios VSP/ASRP, where he is the expert for all questions around radio audience measurement techniques.
With its 29 members, the Association of Swiss Private Radios
is the the leading association of private radios in Switzerland, including stations
from all linguistic regions of the country, and the Principality of Liechtenstein.
Its main objective is to defend the interests of its members and of private
commercial radios in general. In particular, VSP/ASRP represents them in negotiations
and lobbying to the legislative and executive powers, and any institutions or
organisations whose activities and objectives affect theirs.
VSP/ASRP plays an active part in the development of public opinion as to media
politics, encourages the exchange of know-how and products amongst its members,
supports training activities, defends the interests of private radios against
the claims of publicly funded broadcasters and participates in the current revision
of Swiss radio, TV and copyright legislation.
VSP membership is open to all private commercial broadcasters with a federal concession allowing them to broadcast a part or full time radio programme in Switzerland. The VSP is politically, confessional, and economically independent and neutral.