A new bill from Likud seeks to transfer control of ratings measurement to the Minister of Communications, in a move that could undermine media independence and data reliability.
Last Monday, MK Shalom Danino (Likud) presented the "Viewer Rating Data Display Obligation Bill" to the Knesset. A thorough examination of the proposal reveals an attempt to eliminate the need for an independent ratings committee and transfer control over determining channel ratings in Israel to politicians – primarily Communications Minister Shlomo Karhi.
Currently, ratings measurement in Israel is conducted using People-Meter technology, which has been standard worldwide since the 1980s. The Israeli Audience Research Board, an independent body funded by broadcasters and advertisers, is responsible for selecting a representative sample of about 700 households, including 2,200 Israelis. Ratings serve as a key tool in setting advertising rates across different channels.
The new bill claims that People-Meter technology is unsuitable for the digital age and that more accurate measurement tools are needed. However, instead of proposing advanced technological solutions, the bill focuses on transferring authority to the Communications Minister. According to the proposal, "The Minister will determine one or more systems for measuring viewing data, based on which a television broadcaster will present viewing data to the viewer."
This move raises serious concerns within the industry. The Audience Research Board has previously warned that "Putin's Russia is the only place in the world where the state controls viewing data," and that such a move is "undemocratic, unfeasible, and will harm competition." The committee emphasized that the proposal could open the door to "political and other manipulations" of viewing data.
It should be noted that a similar attempt was included in the "Karhi Law," which was shelved last summer after widespread opposition. The original law sought to subject the regulation of television broadcasts in Israel to the political echelon and undermine arrangements designed to preserve journalistic independence. The current bill is seen as an attempt to advance parts of that law in a piecemeal fashion, hoping to avoid widespread public opposition.
Experts warn that transferring control of ratings measurement to political entities could lead to a situation where government-affiliated channels gain an unfair advantage. This could affect the distribution of advertising budgets and harm critical or independent channels.
Opposition to the proposal has been expressed by a wide range of industry players, including Keshet (Channel 12), Reshet (Channel 13), the Public Broadcasting Corporation (Channel 11), Channel 9, HOT, Channel 24, the Association of Advertising Companies, and the Israeli Marketing Association. These entities emphasize the importance of maintaining an independent and reliable measurement system.
While the government claims the move is intended to improve the accuracy of ratings measurement in the digital age, critics argue it's another attempt to take control of the media and weaken public criticism. The central question that arises is whether Israel is indeed moving closer to the Russian model of government control over media, and what the implications of such a move would be for press freedom and democracy in Israel.
The proposal is expected to spark widespread public debate in the coming days, with professionals, civil society organizations, and media figures likely to express their opposition to the move. It remains to be seen how the government will respond to public pressure and whether it will continue to advance this controversial proposal.
Photo: Shlomo Karhi, from Shlomo Karhi's Facebook page, Vladimir Putin, photo by РБК (content according to Section 27a)