JICRIT States Intentions

JICRIT, the Joint Industry Commercial Radio IT Futures Group, has issued a guide which states its objectives and the approach it aims to take.

The group, which includes representatives from the IPA, CRCA and RAB, wants to “develop IT solutions which remove the administrative burden of planning, buying and accounting for commercial radio activity” – in other words, creating IT systems which allow media planners and sales people to communicate more efficiently.

As part of this JICRIT will oversee the development of two key initiatives:

1. The development of Gold Standard reach and frequency formulae to eliminate the discrepancies between planning systems.
2. The establishment of a Universal Advertiser Coding System to eliminate discrepancies in how campaigns are recorded by stations.

The group aims to develop software which will allow the whole process of planning, buying and accounting to be undertaken through one piece of software. Three stages to the overall process are envisaged: pre-planning and negotiation; booking confirmation; post-campaign evaluation.

In terms of the accountability part, this should work at three levels by providing a buying review report, campaign diagnosis (with an analysis of campaign structure) and segment matching (with access to individual spot timings).

Emery O’Brien Bambrick have been appointed as project managers and it is hoped that much of the development work for the group will have been completed by the end of this year.

Further information: 0171 306 2525