Abstract:

We take great pleasure in attending this ESOMAR seminar, which gives us the opportunity of bringing to Arab Countries the experience gained by RAI (Radio Televisione Italiana) in facing up to the rapid and tumultuous development undergone by television broadcasting in our country. We are convinced that major changes are in the making, changes that will require the commitment and dedicated effort of marketing experts and pollsters in the wide television scenario. The new developments to watch are: 1) Satellite television is now the new worldwide broadcasting medium; 2) Cable TV is with us, and allows for specialisation in television broadcasting; 3) Videotape recorders, which allow users to replay the television programmes of their choice without any commercial spots; 4) High definition TV as the new production technology.