Rajar figures out new pilot scheme.

Rajar has high hopes for its pilot of a new online audience measurement strategy, after it announced it was to abandon its trial of an electronic alternative to its diary-based ratings log-book.

The industry body says the new system will allow it to be the first port of call for audience data, engagement, programme changes and event response.

Rajar has also pledged to work closely with auditing organisations such as ABC-e and JICIMS to encourage standard metrics and measuring of all station websites and traffic.

Rajar's announcement has generally been greeted positively by the radio industry, although former TalkSport owner and The Sun editor Kelvin Mackenzie branded the move "an absolutely shocking decision", saying the television industry had used an electronic meter system successfully for years.

Other figures in the radio industry defended the decision. "No one could accuse Rajar of not investing in auditing and its openness has been commendable," says Virgin programme director David Lloyd. "There is a great deal in favour of online research but only now, when the majority of the population has broadband, has it been possible."

Heart FM programme director Mark Browning agrees. He says, "It is ...