New TV Ratings System: Who Will Watch the Watchers?
In 2004 Nielsen moved to put a new generation of “People Meters” into the field, but immediately backed off from the project under a hailstorm of complaints. Critics who had previously complained of the inaccuracy of the current system amazingly yelled even louder when People Meter test markets suddenly showed a sharp decline in viewership for top rated African-American and Spanish-language shows. This data seemed to be of more interest to politicians than advertisers and may have proved useful, but Nielsen quickly benched the plan, citing “growing evidence that the methodology may be flawed.”
If this new ratings consortium charges on to the scene with plans to gather more accurate numbers, a different set of concerns will immediately arise. One area under scrutiny is the potential for unauthorized recording of viewing choices directly from your cable box. The technology already exists or could quickly be deployed, as cable companies will currently offer to remotely “reset” your cable box if problems crop up, needing nothing more than confirmation of your phone number, name, and address. Should the potential for such tracking alarm viewers?
The cable companies may justifiably claim that the data passing through the box is already their property. After all, cable subscribers do not generally purchase the equipment, but either rent it or use it for free as part of their service package. From a strict business perspective, the company seems to have a strong claim. Not only do advertisers — from whom the bulk of all revenue flows — rely on such data for their purchases, but the cable operators themselves can use viewer selections to determine which channels to offer in an already crowded media market.
The trouble, of course, is that Americans tend to stiffen their backs at the idea of anyone monitoring their personal activities for any reason. I’m sure most of us recall the furor over portions of the U.S. Patriot Act and the possibility that the government could snoop around in your library book borrowing activity. The UK government has been accused of Orwellian tactics for planning to monitor which websites their citizens visit. Similar concerns were raised over video store rentals, and even the amazingly popular Netflix has had to wrestle with questions over how to store user activity records and whether or not that information would be shared with customers, the government, or motion picture studios wishing to track the popularity of their offerings.
But Americans are faced with a different situation when it comes to consumer tracking by legitimate business interests. We are clearly protected from overreach by the federal government in matters of intrusion regarding our homes and our papers, but to what lengths must business go in ensuring our privacy? Can they peek into our homes, provided such “snooping” is limited to equipment they own and service?
These are questions likely to be fought out for years to come not only in courts of law, but on the media business battlefield. But even as the debate rages, the industry appears to remain perpetually riding well behind the curve. As they fight over the scraps of live broadcast TV viewers, the numbers become increasingly skewed by the new media. Websites such as Hulu, The Pirate Bay, and even YouTube are turning ratings data into mush. Tivo users who view their recorded selections more than 24 hours after the original air date are not counted anywhere.
One fact remains certain: everyone wants to know what you’re watching. Your task is to figure out who will be watching the watchers and how scrupulous they will be with their findings.
Just signed up for Netflix.
If I had the time I could watch thousands of movies on TV.
$9.95 a month and a wireless box turns your ‘entertainment center’ into Entertainment
Dish 100 is nothing more than a serving dish.
Approx. 35 channels are devoted 24/7 paid commercials,
“BUY CLEAN UNDERWEAR FROM US.”
“GET YOUR LAWN AND GARDEN GRUB WORMS OUT OF THE GARDEN AND OWN THIS NEW KITCHEN TABLE.”
ANYONE… sorry..
anyone that sits and monitors that Shiite has to be a loon.
‘Yeah’..
The government is very aware of my viewing habits.
Oh..
I forgot-
Just for the trolls-
If I’m not watching a movie I leave it on channel 205-
FOX NEWS.
I never trusted Nielsen entirely. The technology to capture viewership is here now with the digital transmission. Cable companies may already be doing this and not telling anyone, but knowing our corrupt marketing system, under the table payments can deliver the data.
If our world was decent and clean, collecting this data would be illuminating, but there’s always someone misusing what shouldn’t be.
“Critics who had previously complained of the inaccuracy of the current system amazingly yelled even louder when People Meter test markets suddenly showed a sharp decline in viewership for top rated African-American and Spanish-language shows.”
I live in the very integrated Houston, Texas area. Hispanics and blacks live in my neighborhood. I have spoked to countless minority individuals—and never even once had them tell me that they watch these programs. They could care less. Only the leftist intellectual class pays any attention whatsoever to these programs. And I doubt very much if they view them when nobody is looking!
Critics who had previously complained of the inaccuracy of the current system amazingly yelled even louder when People Meter test markets suddenly showed a sharp decline in viewership for top rated African-American and Spanish-language shows.
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I seem to recall a similar phenomenon when a new method of measuring radio station listenership came online – one that was digitally recording what was being recieved with no input from the listener other than choosing a station. (and using a much larger metric than a “box” in someone’s home.) The audience share of black and spanish radio stations plummeted with cries of “foul” from activists. After all, activists love stations that receive government subsidies.
Dish, Direct and Tivo based DVRs have had this capability for many years.
Still nothing but crap on the tube.
Critics who had previously complained of the inaccuracy of the current system amazingly yelled even louder when People Meter test markets suddenly showed a sharp decline in viewership for top rated African-American and Spanish-language shows.Snark, snark. People Who Care don’t want the truth, they want the “Narrative” to be accepted, and won’t support facts that contravene reality.
The digital boxes and tv’s serve as a two way device, to receive and transmit signal, using digital, just like your cellphone.
What better way to make sure everyone is being a good citizen , right comrade?
It’s chess, not checkers