Media news: Rajar meter system hit by further delays

Rajar has revealed that electronic measurement of radio audiences will not be implemented until 2007 at the earliest, blaming manufacturers for a delay in providing meters for testing.

Initial testing of three meter systems was due to begin in July, but has been delayed until October.

Rajar had ruled out electronic measurement after previous systems proved unreliable during testing. However, Rajar managing director Sally de la Bedoyere said she was confident that tests on the three new systems would result in Rajar going electronic in 2007.

Kelvin MacKenzie, chairman of The Wireless Group, owner of talkSPORT, has lambasted Rajar over the hold-up. MacKenzie is suing Rajar for £66m in lost advertising revenue due to the delay in implementing electronic measurement.

A parallel wristwatch measurement system, operated by Gfk, produces much higher audience figures for talk-radio stations than Rajar's diary system.

The lawsuit will be heard in early November and MacKenzie said he would be adding a further £35m to the claim as a result of the delay.

If Rajar were to be bankrupted by the case, MacKenzie has threatened to pursue its radio owner shareholders. He added: 'The good Lord always welcomes a repenting sinner, but the idea that it takes a further two and a half years to introduce technology, after four years of inertia, demonstrates that the tortoise which has been following Rajar's managing director has finally overtaken her.'

However, ZenithOptimedia radio director Mike Buckley defended the delay.

'Testing needs to be robust. If the system is unreliable, then clients will move out of radio into other media,' he said.

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