Group Formed to Create Consistent Set-Top TV Data

Cable, satellite and telco multichannel video distributors have formed a broad coalition to create guidelines putting television viewing data from set-top boxes into a consistent, accurate and usable form.

The group, working with NCC Media, which sells local commercials for the operators, will be working with the Media Ratings Council to develop industry guidelines so that the data will be the same from operator to operator, making it more useful and valuable. Data from the millions of set-top boxes promises to provide more accurate and granular information about TV viewing. But getting the data into the hands of research companies, media outlets and media buyers has been slowed because the individual distributors who own it have business and legal issues to deal with. Operators believe the data is valuable and want to make sure they're being compensated for it. They are also legally required to keep customer data private and must make sure appropriate safeguards are in place before any data is released.