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Video on Demand Measurement Trial
US-based Nielsen Entertainment and cable firm Comcast are to collaborate on a trial of Nielsen's new On Demand measurement tool. The tool will measure the use of video-on-demand services, provide details of viewing trends, and analyse the impact of Comcast's own ON DEMAND service.
On Demand is a web-based tool that aggregates and anonymously reports on-demand transactions in real time. Comcast's ON DEMAND service allows viewers to choose from more than 3,800 programs, and to play, fast-forward, and rewind their selections as many times as they want. Use of the service doubled last year, with viewers watching 1.4 billion on-demand programs.
Holly Leff-Pressman, General Manager of TV and On-Demand for Nielsen Entertainment, said she is 'looking forward to combining Nielsen Entertainment's resources with Comcast's to gain better insights into overall consumer viewing preferences'.
Page Thompson, Comcast's General Manager of Video Products, explains the benefits for Comcast: 'The ability to understand what programming customers like to watch is key to the success of our ongoing efforts to offer the best viewing experience possible.'
The companies expect to begin the trial later before the end of March. Comcast's web site is at www.comcast.com . Nielsen Entertainment is part of VNU, online at www.vnu.com
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