The National Association of Broadcasters (NAB) and the South African Audience Research Foundation (SAARF) are negotiating an extension of AMPS into 2015, in the best interests of the media and marketing sector.
The current AMPS contract ends in December 2014. The Establishment Survey is the media industry's accepted media audience research model that will replace AMPS. To ensure a smooth transition to the Establishment Survey, it has been agreed, in the interest of the industry, that the AMPS contract be extended.
Stability in the industry
Continuous consultation between all stakeholders is taking place to ensure continuity and stability of the industry research and all stakeholders are committed to the AMPS contract being extended. AMPS will be streamlined during 2014 through a series of workshops based on the findings from the online-survey component of the Future Proofing project.
"Collaboration among the media and marketing industry who are seeking uninterrupted, stable and credible research on which to base marketing and advertising decisions is necessary. It will undoubtedly benefit all stakeholders," says Ingrid Louw, CEO, Print and Digital Media South Africa (PDMSA), the association for newspaper and magazine publishers.
Best way forward
"The NAB is encouraged by industry stakeholder support for the extension of the AMPS contract. It allows the necessary time to facilitate a transparent and seamless changeover to the Establishment Survey, and most importantly for access to a viable media currency without any gaps," says Nadia Bulbulia, executive director of the NAB.
According to Ettiene van den Berg, CEO, SAARF, "This provides the industry and stakeholders with time to review options, to negotiate and determine the best way forward. Collaborative discussions will address all stakeholder concerns and the transitional phase into the Establishment Survey is expected to produce a new vision and robust business model that will respond to stakeholder requirements."