Comcast Media Center and thePlatform have announced that they have collaborated with Nielsen to validate that their online video publishing solutions successfully preserve Nielsen’s audio watermarks, allowing online publishing of premium, ad-supported video content.

Nielsen’s ratings system uses these watermarks to measure audiences for both video programming and commercials. This system 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. This validation is the next logical step in advancing longer-term efforts to provide multi-platform audience measurement for media and entertainment companies served by thePlatform and Comcast Media Center.??

thePlatform’s mpx video management and publishing system will allow networks interested in participating in “TV Everywhere” initiatives to distribute their content online, so that Nielsen can measure eligible cable, telco, and satellite video customers who access video programming via the Web.

For this initial implementation, thePlatform and CMC have developed a streamlined process to deliver national television shows to the Web:

  • Using the CMC’s Content Distribution Operations Center, or “CDOC” ingest service, CMC first captures the national video feed of a programmer’s show.
  • ??The 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.??
  • Customers can then publish their show to an online video player or website, using a video management system like thePlatform’s, which has been validated to preserve the Nielsen watermark.
  • ??Depending on its customers’ strategy, thePlatform will provide the capability to replace this file as necessary to pursue other business models, such as online video advertising insertions.??

Both companies will continue to work with Nielsen as it introduces the Extended Screen ratings program to the industry later this year.

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