Univision, FOX, Tribune, Timeline team to mint NewCoin TV measurement

DetailsEditor | 17 December 2014

With online TV an accepted part of programming mixes, meaningful cross-platform measurement has become crucial, and leading US broadcasters have unveiled what they believe is a solution.

TLLSpecifically, FOX, Tribune Media and Univision have joined forces with Timeline Labs to launch NewCoin - a new data venture aimed at addressing deficiencies in television audience measurement.

The stated aim of the NewCoin project is to harness current data gathering along with emerging technologies in order to create what the makers claim will be a broader-based measurement tool that will accurately measure audiences across the entire spectrum of linear and digital platforms. Timeline's SaaS platform — designed to enable media companies and brands to analyse social media messages daily in real-time — will use technology provided by SeaChange International to bolster NewCoin's ability.

"We're taking a clean slate approach to fix the current ratings system's inability to measure the full TV audience," commented Timeline Labs CEO Malcolm CasSelle. "Meaningful innovation can result from the collaboration of new technologies and data sources. Everyone at Timeline is pleased to be working with partner broadcasters and a multiscreen enabler like SeaChange to develop a comprehensive audience measurement solution."

"We believe the NewCoin initiative could lead to a much needed accurate and comprehensive audience measurement solution across all platforms," added Larry Wert, president, Tribune Media.

The project's partners say that the time for innovation is now and believe that the audience measurement evolution will be driven locally. The Dallas market will be used to develop and beta test the service before it is scaled to other markets. The test will involve sharing insights with the local ad community for input and development. "We are glad to be partnering with Timeline Labs and expect that what works in Dallas will move to other local markets," Jack Abernethy, CEO, FOX Television Stations remarked.

"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," stated Kevin Cuddihy, president of local media, Univision Communications.