A “people meter” to monitor television viewer-ship habits will be in place by year’s end, according to Sam arnett , COO of MBC Group. The initiative, which was launched over two years ago under the name Project Illumination, is run by a tripartite group of broadcasters, advertising agencies, and advertisers. The four-year project will cost between $5 million and $5.5 million, split 40-40 between TV stations and advertisers with ad agencies paying the remaining 20 percent. “We think the people meter initiative is critical,” MBC’s Barnett said at last year’s Middle East Broadcasting Summit. His statement was a show of confidence in the project, which has stalled at several release dates. MBC is one of five broadcasters on the Project Illumination Board (PIB), alongside LBC, Rotana, Saudi TV, and Dubai Media Incorporated. The board also comprises the Media Agency Council, representing media agencies, and the Advertisement Business Group, representing advertisers. Netherlands-based consulting firm Point Logic is working with an international people meter supplier and a regional research firm to launch the system. Barnett said an independent people meter will urge higher advertising rates in 2009. Media analysts observe that the lack of a ratings system drives down television ad prices, as stations have no numbers to back their viewer-ship. The current, imprecise ratings system tends to inflate prime-time ad prices. The major networks continue to slot their highest-budget programs at prime time, without monitoring changes in viewers habits and prime viewing times.