Abstract:

This paper considers how media research should develop in the context of the changes affecting the major media. It describes the major influences and concerns which are having an impact on the mass consumer media and highlights the limitations of conventional research in addressing these. The paper suggests that it will be necessary for industry media research to move away from the existing monolithic systems towards more flexible methods. These should complement each other and should lend themselves to the development of a database which will provide key measures for all major media, on a common basis. The conclusion is that whilst an eventual single database source of media audiences may still be over a decade away, those concerned with media research should already be considering the development of services which will fit with this eventual requirement.