Nielsen Delays Extended Screen

Nielsen is delaying the launch of its so-called Extended Screen Initiative until late April 2011, the ratings company confirmed in a notification to clients last week. The company also said that it would delay indefinitely the proposed measurements of versions of streamed feeds that are not identical in both program and commercial content to the broadcast and cable feeds originally transmitted.
 
Broadcast and cable networks have been pushing Nielsen to add an online measurement component to its national ratings system, NTI, in order to get credit for streamed viewing when negotiating prices with advertisers.


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