Broadcasters Target Local TV 'Measurement Deficiencies'

US TV broadcasters FOX, Tribune Media and Univision have joined forces with social media analysis specialist Timeline Labs in a venture called NewCoin, which will address what the partners describe as 'deficiencies' in local market television audience measurement.

NewCoin gather data using 'existing and emerging' technologies to create a broader-based tool with which to measure audiences across 'all forms' of linear and digital platform. A pilot exercise in the Dallas market will involve sharing insights with the local advertising community for input and development.

Real-time social media analyst Timeline Labs will use technology provided by multi-screen television software and services provider SeaChange International to support NewCoin's ability to deliver a comprehensive audience measurement solution.

Kevin Cuddihy, President of Local Media, Univision Communications, comments: 'We know our Hispanic audiences are driving media use on linear and digital platforms and are pleased to work with Timeline Labs to develop a much needed tool to effectively capture total media consumption.'

Web sites: www.timelinelabs.com and www.schange.com .