This paper sets out an ambitious but important vision for the future role of the US Joint Industry Committee (JIC). At a time when the US TV measurement market risks becoming increasingly fragmented and dysfunctional, it argues that a stronger JIC could help to stabilize the ecosystem, fostering trust and competition and ensuring that innovation thrives. The study suggests that the JIC must evolve to become a central enabler of the multi-currency marketplace, building common standards, shared infrastructure, and governance frameworks that serve the long-term interests of buyers, sellers, and consumers alike. These proposals are designed to catalyze positive debate and drive meaningful industry action.
