This is not professional serious or worthy

Médiamétrie, the body responsible for the media audience measurement, is at the centre of a polemics. Criticisms have not anticipated technological changes that affect the audiovisual landscape, but also how it works. Jacqueline Aglietta, candidate for his own succession at the head of Médiamétrie, was publicly challenged by Bertrand de Lestapis, President of MPG France, and Patrice Duhamel, Director General of France television. It replicates.

It is alleged Médiamétrie of anticipated developments in television. That answer you

Today, the fight is bloody between audiovisual due to the upheavals of the market. Two years ago, when the meetings Médiamétrie, I said: "We are on the brink of a revolution." We have anticipated by launching two studies: one on the media equipment and multimedia, and the other "The time of the media", to help our clients better understand new methods of media consumption. We have also proposed new tools of measurement for the TNT for example. But Médiamétrie has the capacity to propose, if the profession who decides. The atmosphere is not the consensus, or consensus. The audience measurement has never been as reliable. The problem is that for some the results are not up to their expectations. They try to break the thermometer. Those who speak against Médiamétrie in the press and get agitated in the anteroom of power do not render service to advertisers that I think. This is not professional, serious or worthy. Médiamétrie is intended to be a reference to the service of all the economic actors so that they work in serenity. I will tirelessly fight for these values.

Why Médiamétrie has failed to develop a new strings in the TNT tool

Here again, we have anticipated. As of November 2004, we have proposed to all new entrants a specific device which was to be a "mini" - Médiamat (daily measurement of the hearings of the microwave channels, Editor's note), so that they can follow their audiences on a daily basis. We even proposed that they share the financial cost of EUR 1.2 million annual. They were not wanted and the historical actors did not want to pay in their place. We opted for a measure of the TNT integrated Médiamat since the launch of the TNT. As we are aware of the low budgets of new entrants, we propose two tools. One with quarterly results, for 100,000 euros per year, with daily results, for 200,000 euros. Regarding communication, in February 2006, we published the results of the chains that had subscribed to it: NT1, TMC and NRJ 12. We measure all strings but we do not publish the results for those who subscribe. It is a question of ethics, to respect the interests of those who pay and cannot publish results against the will of the strings that do not want to subscribe. Today, NT1, TMC, NRJ 12, Gulli, W9, BFM TV have subscribed and we will publish their results end of April.

On TV ADSL, Free and Neuf Cegetel have created new measurement tools. Here again, Médiamétrie appears late.

For TV ADSL, the audience measurement through the "boxes" belonging to operators. We cannot have access if they allow us. We already have the agreement of France Telecom and Neuf Cegetel but we have refused to Free. By the end of the year, we will integrate the hearing of the ADSL TV in the Médiamat.

Are you ready for TV on the mobile

As TV ADSL, to reach agreements with mobile operators to integrate our software on their portable computers. We are already working with them and with the manufacturers and we participate in the DVB - H test conducted by TDF.

What is your vision of the audience measurement in the future

We have defined a plan for continued years. Our vision is that there is not a single measuring device, but a cohabitation of several devices. I see three. The first is that the measure "at home", which already exists. The second will be the one "outside the home", with all mobile receivers. The third will be the one "return path", including the ADSL modem.

If there are multiple devices, there may therefore be several organizations measure

Non. The real difficulty is to create the reference in making consistent all measuring tools. Broadcasters and advertisers need a fully integrated measure. We are working on implementing a plurimédia platform which will be available within eighteen to twenty-four months.

At least, should we not reform the functioning of Médiamétrie

The capital of Médiamétrie is 35 owned by televisions, to 27 by radio, to 35 by advertisers and advertisers and 3 by the INA and myself. Our economic model is based on a 80 funding by 20 by the advertising and media. But the decisions are made at the level of committees, in which advertisers have as much power than the media. Some representatives of advertisers want that only the media contribute to the funding. It will be to rest the question of the distribution of power of decision.

What your future at the head of Médiamétrie

I'm sixty-four years old, and I will propose that the limit of sixty-five years of age should be postponed so that I could carry out the necessary developments in measures of hearing. The position of President of Médiamétrie is a difficult position which seeks moral and ethical values. I have at heart to prepare my estate to the society recognized at the international level in very good hands. It will be for the Council to decide.