What is the television audience measurement scene in Pakistan like?
You had set up the first audience measurement system there… Yes, that was in 1990, when I was working with Saatchi & Saatchi. P&G was coming into the Pakistani market and they wanted measurement. So, my initiative was part of a client-driven exercise. Today, there are 76 TV channels news channels comprise about a dozen of them. The audience measurement is done through a mix of peoplemeters and diary.
