TV Stations Wary Of New Ratings Effort
Concerned that local TV broadcasting could be left out of an industry-wide effort to develop next-generation audience measurement from cable and satellite set-top box data, a group of TV station executives met Tuesday afternoon at NATPE to discuss how to keep that from happening.
"It's important that local broadcast companies make sure that they have a voice in evaluating the services and in the decision-making process," said one broadcaster who attended the meeting, but asked not be identified.
The broadcaster declined to further discuss what went on at the meeting or what the group's next step would be.
The source of the broadcasters' angst is the Coalition for Innovative Media Measurement, which comprises more than a dozen major media companies, advertisers and ad buying agencies.
It was formally launched last September with the goal of exploring and possibly funding development of a new system for measuring TV audiences over multiple platforms. The system would use data collected from set-top boxes and other sources.
Charter members of CIMM include NBCU, Procter & Gamble, Group M, CBS, Discovery Networks, News Corp., Time Warner, Viacom, Walt Disney Co., AT&T, Unilever, Mediabrands, Omnicom and the Starcom MediaVest Group.
The concerned broadcaster group included representatives of Sinclair, Hearst, Fox and Fisher Communications, among others. Some attended the meeting in a conference room at the Mandalay Bay Hotel in person; others joined by telephone.
The broadcasters took care to avoid antitrust issues, the broadcaster said, keeping minutes and hiring an antitrust attorney to sit in on the conference call and advise the group.
It also alerted the various audience measurement services that are involved with CIMM, including Nielsen, Rentrak, TRA and TNS, that the meeting was taking place, he said.

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