Television Audience Measurement Poised for Major Change as Nielsen Media Research Faces Antitrust Lawsuit

Television Audience Measurement Poised for Major Change as Nielsen Media Research Faces Antitrust Lawsuit

iTvTrax anticipates meaningful change will occur with industry willingness to pay for 21st Century technology enabling networks, cable companies, advertisers and media buyers access to broad-gauge market research data

NEW YORK, June 28 /PRNewswire/ -- Digital audience measurement and tracking company iTvTrax applauds industry initiatives to apply 21st Century technology to television audience measurement. erinMedia's announced antitrust lawsuit against Nielsen Media Research is the latest attempt to expand market research tools and is considered a water-shed event for television audience measurement.

(To view antitrust lawsuit story, go to http://www.itvtrax.com/news.php)

Long demanded and awaited change in audience measurement, now technologically as well as financially feasible, will need industry-wide support and a willingness to pay for this added in-depth data. Tom Ivanyi, CEO of iTvTrax, addressed these dynamic data requisites in his first patent filing over 7 years ago to source viewership data from the set-top box.

Ivanyi has long held that viewership data collected passively through the set-top box from a significantly broader viewership base is essential to improving the audience measurement data offered by Nielsen Media Research. Ivanyi further commented on the recent lawsuit by erinMedia saying "iTvTrax has remained steadfast in its commitment to improving audience measurement through the set-top box." iTvTrax's U.S. Patent No. 6,286,140 B1, filed in November 1997 and issued in September 2001, protects the proprietary technology required to achieve the capture, storage, transmission, and aggregation of the analog and digital-cable viewership data. Gray Lee, Director of Business Development, added "We look forward to working with industry participants to harness viewership data through the set-top box."

About iTvTrax

iTvTrax is a patented digital audience measurement and behavior tracking system technology. Through its proprietary chip design, resident in the set-top box (or imbedded directly into TVs/DVRs/VCRs, PCs, media centers and plug-and-play units), captured data provides for significantly increased sample size by demographic categories as well as recognition of patterns of television audience behavior compared with the current industry standard. iTvTrax, LLC is located in New York, NY. Patent No. 6,286,140 B1 (http://www.itvtrax.com/pdf/US6286140.pdf) can be viewed at http://www.itvtrax.com/. A delineation of the Fields of Use and the Key Benefits of the iTvTrax technology can be viewed at http://www.itvtrax.com/key-benefits.php.

Contact: Gray Lee, Director of Business Development egl@itvtrax.com (212) 753-5446

Source: iTvTrax

CONTACT: Gray Lee, Director of Business Development, +1-212-753-5446 egl@itvtrax.com

Web site: http://www.itvtrax.com/ http://www.itvtrax.com/key-benefits.php

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