IBC 2009: Stand 1. C81.
OpenTV is to publish the format of key data points measured by its software within the set-top box. The company says this open access will allow the developer community, data analysis partners and other service providers to integrate with OpenTV’s measurement solution more easily. It believes this will in turn foster the creation of next generation set-top box services that include addressable and interactive advertising.
The middleware company has also announced the creation of an Analysis Partner Program that will offer operators a solution for the measurement of viewer behaviour with little change to the existing infrastructure. In doing so, OpenTV has announced initial participants in the scheme to be AdsVantage, Nielsen, Rentrak Corporation, and TNS.
“By opening up our platform and extending it to third party solutions, we are taking a major step toward enriching the television experience and creating a uniform approach to measurement,” said Tracy Geist, SVP business development, OpenTV. “We’re not only enabling service providers to capture relevant information — especially on viewing behaviour and PVR interactions — and giving them access to crucial reporting and analysis capabilities, but we’re enabling the developer community to create exciting new applications for next generation television, to make it more personalized and meaningful.”
NDS, which arguably is both partner and competitor to OpenTV has its own audience measurement schemes that also include a relationship with TNS.
