thePlatform, CMC Say Nielsen Has Validated that their Solutions Preserve its Audio Watermarks

--Preservation of Audio Watermarks Will Enable C3 Measurement of "TV Everywhere" Programming

Comcast-owned broadband video platform provider, thePlatform, and Comcast Media Center (CMC), a Comcast-subsidiary that provides centralized content management and distribution solutions, said last week that they have collaborated with Nielsen to validate that their broadband video publishing solutions successfully preserve Nielsen's audio watermarks. Nielsen's ratings system uses the watermarks to measure audiences for both video programming and commercials. This system, the companies say, provides the C3 ratings, which are the basis for the majority of TV advertising negotiations, and will be extended to video viewing on the Internet this fall. According to thePlatform and CMC, their validation by Nielsen is the next logical step in advancing longer-term efforts to provide multiplatform audience measurement for the media and entertainment companies that they serve, and, by enabling such measurement, will bolster those companies' TV Everywhere initiatives

thePlatform says that its mpx video management and publishing system will allow networks interested in participating in "TV Everywhere" initiatives to distribute their content online in such a way that Nielsen will be able to measure eligible cable, telco and satellite video customers who access that programming via the Web. "The combined capabilities of thePlatform and the CMC represent a fast, seamless and effective means for television networks and their advertisers to measure the 'TV Everywhere' audience, which continues to grow as a result of consumer demand for shows they can watch both when and where they wish," CMC COO, Gary Traver, said in a prepared statement. Added thePlatform CEO, Ian Blaine: "Media companies are now wholeheartedly embracing multiplatform video distribution, and they want to make sure that their viewers are counted in the C3 ratings. Confirmation that the Nielsen watermarks flow through the CMC process is a critical step to realizing this cross-platform goal."

thePlatform and CMC say that they have developed a streamlined process for delivering national TV shows to the Web. According to the companies:

  • Using CMC's Content Distribution Operations Center (CDOC) ingest service, CMC first captures the national video feed of a programmer's show.
  • CMC provides editing functions for its customers and transcodes the file into a format suitable for online viewing with the Nielsen audio watermark still intact. The CMC uploads the new Flash video file into the customer's video management system, the companies say.
  • Customers can then publish their show to an online video player or Web site, using a video management system, like thePlatform's, that has been validated to preserve the Nielsen watermark.
  • Depending on the individual customer's strategy, thePlatform will provide the capability to replace this file as necessary to pursue other business models, such as online video advertising insertions.


thePlatform and CMC say that they will continue to work with Nielsen as it introduces its Extended Screen ratings program to the industry later this year.

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