New Regulation of the Media Measurement System: Why Amendments to the Law “On Audiovisual Media” Are Necessary

In recent years, the importance of media measurement has grown in Armenia’s media landscape as a key tool for determining the advertising market and the competitive positions of broadcasters. However, the current regulatory framework does not ensure full controllability of data or clear rules for its unified use.

To address this issue, amendments and additions to the Law “On Audiovisual Media” are being proposed.

What is the problem?

Under the current system, access to media measurement results is mainly limited to broadcasters, and in some cases, their use or publication can be restricted at the initiative of the broadcaster. This creates several issues:

• unequal access to data,
• unfair competitive conditions,
• potential distortion of ratings,
• an incomplete picture of public information.

What changes are proposed?

According to the new regulations:

• management of media measurement results is assigned to the Audiovisual Media Industrial Committee,
• the Committee becomes the data custodian and defines the rules for access,
• a unified and controlled information system is ensured.

This approach aims to establish clear “rules of the game,” reducing the potential for data misuse.

Outcome

The proposed changes aim to increase transparency in the media market, ensure fair competition, and strengthen international trust—especially in terms of attracting advertising investments.