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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters New media explosion upends TV ratings system Thu Oct 1, 2009 1:09am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Basil Katz NEW YORK (Reuters) - The explosion of ways people watch television is confounding the media industry, which has relied for decades on the Nielsen ratings but now must adapt to the realities of the Internet and on-demand video. Americans are watching more TV than ever -- an average of 151 hours a month -- on more networks and in increasingly diverse ways. Industry heavyweights and analysts are calling for a new ratings system to keep up. At first there was a "crisis in measurement" due to the scarcity of data, said Alan Wurtzel, president of research and media development at NBC Universal, which is 80-percent owned by General Electric Co. But now, he said, content providers are "drowning in data." Broadcasters, content providers and advertisers including consumer products giants Unilever and Procter & Gamble Co are all trying to adapt. "In the past one-and-a-half years there has been a geometric increase in consumers' access to the Internet for video, and the metrics market has not kept up," Wurtzel said. Though little more than 2 percent of television viewing is done on the Internet, Hulu.com, which combines video from 150 broadcasters on a single platform, has seen its audience grow fourfold in the last year, according to The Conference Board/TNS. Hulu is a joint venture owned by media giants NBC, News Corp and The Walt Disney Co. COALITION TO SEEK BETTER METRICS This month 15 of the biggest broadcast network companies, advertisers and media-buying agencies formed the Coalition for Innovative Media Measurement (CIMM) to help improve audience metrics. CIMM is a LLC composed of 15 voting members, from Unilever and Procter & Gamble to MTV Networks and the Omnicom Group Inc. Each has contributed $100,000 for a minimum two-year engagement. CIMM is expected to seek two bids from ratings and data companies: one to conduct set-top box research, the other for cross-platform viewing. Thanks in part to the conversion to digital cable, many Americans are accessing their favorite shows through set-top boxes provided by cable or satellite companies. This has led to an explosion of new audience data from half a dozen companies that mine set-top boxes for viewer habits. Factor in TiVo and video-on-demand systems with upcoming Internet video portals OnDemand Online by Comcast Corp or Time Warner Inc's TV Everywhere -- and getting uniform data becomes that much more difficult. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! 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Slideshow Most Popular on Reuters Articles Video Many swine flu deaths linked with second infection Olympics-2016 Games could be the last, says Tokyo governor Samoa quake exposes tsunami warning limitations French support softens for Polanski, Hollywood divided U.S. senators vote to encourage healthy behavior | Video New media explosion upends TV ratings system Indonesia quake death toll may be thousands | Video China marks 60 years with spectacle of power | Video Samoa quake exposes tsunami warning limitations Rivals unfazed by shadow of Obama in 2016 bid Most Popular Articles RSS Feed Video Counter-insurgency at a crossroads Amateur video captures Samoa flood Tsunami carnage in American Samoa Healthcare bill setback for Obama Indonesia rocked by earthquake Economy key in Greek elections China security tight pre-anniversary Aid heads to Samoan Islands Iran, major powers head to Geneva Jordan tourists hit by mass sickness Most Popular Videos RSS Feed interview Google CEO says deals "on again" Google Chief Executive Eric Schmidt said acquisitions are "turned on again" at the Internet company and expects to do one small deal a month instead of hiring new staff. Full Article Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Labs | Journalism Handbook | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. 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