In the light of the NAB’s announcement to resign from SAARF at its Annual General Meeting, the DMMA(Digital Media & Marketing Association) would like to publically express our support for all the parties involved: SAARF, NAB, PDMSA, OHMSA, ACA, AMF and MA(SA).
As a member of SAARF with representation on the SAARF Board, we feel sad that almost 40 years of co-operation amongst the role players within the media and marketing communities may come to an end. As a relatively small role player with no vested interests, the DMMA has opted to remain neutral and express its support for all parties involved.
The DMMA remains the only official measurement body for digital audience data in South Africa and will continue to provide its members with insightful and reliable data concerning the consumption of digital media across the country.
We look forward to healthy collaboration around the measurement of media in South Africa going forward.
SAARF RESPONDS TO A MEDIA STATEMENT ISSUED BY THE SABC & ETV
SAARF and its members are extremely disappointed at the proposed resignation of the NAB from SAARF.
SAARF has been the custodian of all industry audience measurement for 39 years and the measurement of television and radio has been an important part of its activities. SAARF wants to state unequivocally that it was not the SAARF Board that refused the NAB proposal for greater representation of broadcast media on the SAARF Board. SAARF members asked the NAB for extra time (two weeks) to consult their constituencies and to evaluate other options before meeting again with the NAB to try and resolve the issue amicably and to get a consensus decision from all SAARF stakeholders.
The NAB refused and insisted that the matter be put to the vote knowing well that they could not get the 75% majority required for the approval of a special resolution to change the SAARF Memorandum of Incorporation. At no stage did the other SAARF stakeholders indicate that they were not prepared to consider the request with an open mind – in fact they stated the opposite more than once during the discussions.
The news release disseminated by the SABC and ETV contains serious inaccuracies and SAARF will respond in full to the allegations and inaccurate interpretation of the audit findings.