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A group of the nation’s largest media companies, advertisers and agencies are banding together to accelerate the development of cross-platform TV measurement and the incorporation of audience measurement based on cable and satellite set-top boxes.
The group, which expects to announce its plans next month, hopes to commission new audience research that would provide single-source measures of video viewing across all platforms, including video on demand, time-shifting and the Web.
According to a report in the Financial Times today, companies involved in the collaboration include media giants such as NBC Universal, CBS, Time Warner, News Corp.,
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