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BuzzMetrics Eavesdrops on TV Chat
US Online word of mouth specialist BuzzMetrics has launched a syndicated service to tap into the pool of TV discussions occurring on blogs and message boards on the Internet. The new TV*BuzzMetrics ratings are designed to provide ongoing qualitative insights into what drives viewer engagement.
The new service is designed to explore engagement, by gathering views and opinions that might not always be picked up via traditional TV programme research. The company also hopes the technique will provide feedback about new forms of distribution, including the video iPod and content delivered via mobile devices.
The pilot version tracks the 'buzz' on the top 30 new US primetime network programs announced in May 2005, and is being delivered monthly from November 2005 until June 2006. It provides an index of engagement plus indications of trends, viewer sentiment and program involvement. Feedback from clients and an industry advisory group will be incorporated into the full product release in May 2006.
Jonathan Carson, President and CEO of BuzzMetrics, says. 'By tapping into the passionate communities and commentary naturally occurring around television programming, we can reveal the DNA that binds programming and viewers, and move closer to understanding the drivers of engagement.'
David Poltrack, Executive VP, Research and Planning, for CBS, believes the new service 'has significant potential to positively impact the creative development of ongoing series and other programming decisions,' thanks to its collection of feedback in real-time.
BuzzMetrics, a business affiliate of VNU, is online at www.buzzmetrics.com.
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