Local media measurement is too complicated and inadequate for its own good. In many ways it is like a city with an interstate cut through its center that sections it into impractical and disconnected parts. It may make sense for the nation but has done little to improve the functionality of the local market. But just as multidiscipline planning designs tackle obstacles to improve the interconnectedness of local cities, the same principles can be applied to modernize the local media measurement infrastructure. To be successful, it will require dedicated commitment and multilateral support for new approaches that put local market audiences at the center of all development. And local media channels have the most to lose without it.
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