Why JIC is unworkable for now
Contrary to the expectations of many, the plan for the establishment of Joint Industry Committee (JIC) in Nigeria may not become a reality any time soon. The project seems to have been stalled by a lack of commitment on the part of media agencies, advertisers and other stakeholders, who seem to be reluctant to make the necessary commitment to kick-start the initiative.
The JIC is a form of survey organization in which a joint industry grouping of TV station, advertiser and media buyer representatives holds a contract with one or more data suppliers for a fixed time period. The functions of the JIC generally include contract specification, supervision of the Technical Account Manager (TAM) service, ownership of data copyright and determination of the conditions of data release.
Secretary General of the Media Independent Practitioners Association (MIPAN) Eki Adfuzeh told MARKETING EDGE that the issues militating against the establishment of JIC in Nigeria are trust and finances. He added that all over the world JIC has always been a very challenging project to undertake, and that has also been the case in Nigeria.
“It has never been easy anywhere, not even in the UK. first we have the issue of money and then the issue of trust. Who want to bring the most money? Even if every part of the sub-sector decide to be part of it, do they have the resources?”
Adfuzeh also denied insinuation of reluctance on the part of the operators. “It takes a little bit of planning. not that there is a reluctance, but we need planning, “he said.
But while the industry awaits the establishment of JIC, operators and advertisers have had to rely on the efforts of their in-house research department or independent research agencies like Nielson, Mediafact, MPS, Media star etc. And just recently, Media Fuse Dentsu Aegis boosted the domestic research industry with the launch of the Consumer Connection System (CCS) in Lagos.
Yet CEO of Media Fuse Dentsu Aegis, Emeka Okeke, insisted that despite the presence of CCS and other research tools, there is still a need for the JIC because it is likely to cover other touch points that other research instruments may not covered.
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