The first metering plan to measure TV audiences in the UAE is being developed under a collaboration between the National Media Council and the Telecommunications Regulatory Authority.

Randomly selected TV sets will be equipped with a small electronic box that monitors when the set is switched on or off, who is watching and what they are watching. The system will allow advertisers to gauge whether they are hitting their target market and whether TV companies' rates are fair.

Still in the planning stage, the TV Audience Measurement system is a collaboration between the National Media Council (NMC) and the Telecommunications Regulatory Authority (TRA).