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An alternative approach to traditional radio mea-
surement could be to look towards a cross-media
solution, which would offer the benefit of lower
survey costs.
egta:
How do you expect the measurement regime to
look for the coming few years?
GL:
The future directions are rather difficult to
predict; for one thing, the Italian communications
authority – AGCOM – has yet to take a definitive
position on this issue. It is my own personal view,
but I expect the traditional methodology to remain
in place. Perhaps not on its own, if the market finds
an acceptable way to combine traditional mea-
surement with meters.