where lies the biggest gap in television audience research today and what needs to be done about it?

This is the question Strategy asked a cross-section of research directors and media buyers as the television industry braces for wide-ranging and fundamental changes to the way audiences are measured and schedules planned.Thirteen experts took time out to express an opinion.Their...

This is the question Strategy asked a cross-section of research directors and media buyers as the television industry braces for wide-ranging and fundamental changes to the way audiences are measured and schedules planned.

Thirteen experts took time out to express an opinion.

Their responses start on this page with David Chung of Scali McCabe Sloves and Bill Bennett of chum.

Additional responses can be found on pages 27-28.