This year’s edition of the PAMRO All Africa Media Research Conference addresses the theme ‘Content is king, and he is one of us’.

The claim that “content is king” has been making the rounds ever since Bill Gates predicted the role that content would play in the developing internet, back in 1996. And of course such an entrenched idea has attracted plenty of rejoinders and counter claims for the superiority of context, promotion or viewer impressions. Nevertheless, when it comes to media measurement, content’s royal status arguably holds sway.

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