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EMMC unveils UAE TV audience measurement system

The UAE's long-awaited television audience measurement system by the Emirates Media Measurement Co (EMMC) is ready to be deployed to broadcasters and advertisers in the country, Wam has reported. To be known in the UAE as 'tview,' the people metre system aims to advance the TV media industry by generating transparent, accountable and reliable ratings that will be used as a currency of trade. EMMC has started a staged rollout of the system from July 1, before the official launch in October 2012.