MUMBAI: Arbitron Inc. and CBS Radio have entered into a seven year agreement for Portable People Meter (PPM) radio ratings when the new audience ratings technology is deployed in the 35 CBS Radio markets encompassed in Arbitron's previously announced PPM rollout plan.

Arbitron plans to launch the PPM system as its radio ratings service to the top 50 markets, beginning with Houston in July 2006.

CBS Radio chairman and CEO Joel Hollander said, "CBS Radio is counting on the PPM to enhance the value of both our programming and the audiences we reach in the eyes of our advertisers. We're pleased to be the first major broadcaster to embrace the future by signing a contract for Arbitron's next-generation electronic audience measurement system. Radio has been searching for a more accountable method to provide advertisers with valuable information about its listeners, and I'm confident that the PPM will be supported throughout the industry."

"We are pleased that CBS Radio has signed a long-term agreement with Arbitron for PPM radio ratings. We view this agreement as an endorsement of our electronic measurement technology from one of our largest and most sophisticated customers. We look forward to continuing to provide CBS Radio with the information services to help it grow and manage its business for years to come," said Arbitron Inc president and CEO Steve Morris.

The Portable People Meter, an electronic audience measurement technology that has been in US market trials since 2001, is scheduled to be used in the top 50 markets in place of the current paper and pencil diary method that the company has employed to collect radio audience estimates since 1965.