"While it may offer considerable benefits for radio research, we believe that a one-size-fits-all measurement system is not the approach for a currency in today's complex television markets." Manhattan-based Arbitron began developing the people meter technology in the early 1990s to measure audio signals from radio. Nielsen, which monitors TV audiences, signed an agreement with the radio ratings service provider in 2000 that gave Nielsen the option of helping commercially deploy the service for television. Arbitron said it isn't disappointed by Nielsen's change of heart. Arbitron Chief Executive Steve Morris said his firm now has "complete flexibility to meet the needs of our customers in terms of when and at what speed we deploy the Portable People Meter as an audience ratings system in the United States." The two companies will continue to work on their market research joint venture, known as Project Apollo, which would collect multi-media and purchase information to define buying patterns.