SeaChange and Nielsen Media Research are collaborating to measure cable video-on-demand (VOD) audiences. The new partnership will marry Nielsen's audience measurement methodologies to SeaChange's VOD server systems to provide audited results to agencies and advertisers.
SeaChange's Broadcast Media Cluster servers, running its integrated Command Center software, enables cable operators to collect data about VOD streams and usage patterns.
The corporate collaboration will also extend the impact of SeaChange's integrated Command Center software, which cable operators use to aggregate data about VOD streams and usage patterns. Framing this data through Nielsen Media analysis is designed to allow advertisers and programmers to better target ad insertions, VOD tier sponsorship and other strategic advertising options.
VOD is one of the fastest growing new cable television technologies, with operators now offering pay-per-play, subscription and free on-demand programs to millions of subscribers throughout the nation. VOD is expected to evolve further with the support of software-based advertising applications.
"Through our partnership with Nielsen we will make it possible to present VOD data in the context of the business of ad-supported television," said James Kelso, vice president and general manager, broadband systems, SeaChange International. "Our collaboration is aimed at broadening the on-demand content pipeline and ensuring that VOD offers a wide array of programming selections. Ads have always paid for television and they will be instrumental in VOD services."
Scott L. Brown, senior vice president of strategic relationships at Nielsen, said it is important to explore and understand VOD audiences to ensure long-term satisfaction with the technology. The partnership will enable easy transfer of content consumption information and generate further content opportunities for programmers and advertisers, he said.
Currently, SeaChange VOD Systems provide more than 630,000 on-demand streams in over 100 deployments for cable operators including Adelphia, Cablevision, Comcast, Insight, Mediacom, RCN, Rogers and Time Warner. Nielsen Media Research is the leading provider of television audience measurement and related services.