HomeMy Public PortalAbout04-103 RESOLUTION NO. 04-103
A RESOLUTION OF THE CITY COUNCIL
OF THE CITY OF CARSON, CALIFO1tNIA9 REQUES TING
NIEL-SEN MEDIA RESEARCH TO DELAY THE
INTRODUCTION OF LOCAL PEOPLE METERS (LPM9S
IN THE LOS ANGELES REGIONAL MEDIA MARKET
UNTIL SUCH TIME AS SUFFICIENT STUDY HAS
BEEN CONDUCTED TO ENSURE FAIR AND ACCURATE
COUNTING OF ALL LOS ANGELES AREA VIEWERS,REGARDLESS OF RACE, ETHNICITY, OR NATIONAL BACKGROUND
WHEREAS, Nielsen Media Research is introducing Local People Meters (LPM's) in
Los Angeles regional media market, however the LPM technology is experimental in
the
nature and untested in urban media markets; and,
WHEREAS, important questions have been raised regarding L systematic
undedreounting of minority viewers, especially African American and Latino viewers; and,
WHEREAS, Asian Pacific Americans are not currently weighted and Native
Americans are not monitored as part of the sample used by Nielsen Media Research; and,
WHEREAS, studies have shown massive declines in viewership for top-rated programs
amon g African Americans and Latino viewers compared to the current ratings measurement
system; and,
WHEREAS, Nielsen Media Research has refused to offer any satisfactory explanation
for large discrepancies between ratings collected using LPM's and ratings using the current
system; and,
WHEREAS, Nielsen Media Research has itself recognized the flaws in LPMs. as
evidenced by its decision to delay the introduction of LPM's in the New York area me dia
market; and,
WHEREAS, the Los Angeles area media market is just as diverse as the New York
regional media market; and,
WHEREAS, the consequences of a ratings technology that systematically undercounts
minority viewers could profoundly harm ongoing efforts to introduce greater diversity into
America's entertainment industry; and,
WHEREAS, Nielsen Media Research is owned by a Dutch-owned conglomerate and is
a monopoly provider of television ratings a nd their "data is not subject to any independent
oversight; and
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Resolution NO. 04-103
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WHEREAS, this monopoly position obligates Nielsen Media Research to ensure that
system their stem fairly and accurately records the viewing choices of all viewers regardless
of race, ethnicity or national background; and,
WHEREAS, there are persistent and unanswered questions regarding LPM9s tendency le
to systematically undercount minority viewers and for this reason introduction of Local Peopas
Y
Meters (LPM's) in the Los Angeles regional media market should be delayed until such time
sufficient study has been conducted to ensure fair and accurate counting of all Los Angeles
area viewers, regardless of race, ethnicity, or national background;
NOW, THEREFORE, BE IT RESOLVED, that the City Council of the City of
Carson calls upon Nielsen Media Research to delay the introduction of Local P eople Meters
in the Los Angeles regional media market until such time as sufficient study has been of 0
(LPM's)
conducted to ensure fair and accurate counting of all Los Angeles area viewers, regardless
race, ethnicity, or national background.
PASSED, APPROVED and ADOPTED this 6hday of July, 2004.
r 1
M OR
ATTEST:
At
CITY CLERK
APPROVED AS TO FORM:
WX
CITY ATTORNEIU
Resolution No. 04-103
Page 3 of 3
STATE OF CALIFORNIA )
COUNTY OF LOS ANGELES ) ss.
CITY OF CARSON )
I, Helen S. Kawagoe, City C lerk of the City of Carson, California, do hereby certify that the whole
number of members of the City Council is four; that the foregoing resolution, being Resolution No. 04-103
as duly and regularly adopted by said Council at a regular meeting duly and regularly held on the 6th day
of July, 2004, and that the same was passed and adopted by the following vote:
AYES: COUNCIL MEMBERS: Mayor Dear, Calasq Santarinal and Ruiz-Raber
NOES: COUNCIL MEMBERS: None
ABSTAIN: COUNCIL MEMBERS: None
ABSENT: COUNCIL MEMBERS: None
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City'Clerk, City of Carson, alifornia