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Video Owners Face Bottom-Line Risk Without Content Tracking Tools, According to Media Executives
Nov 19, 2007 (08:11 AM EST)
NEW YORK, Nov. 19 /PRNewswire-FirstCall/ -- More than 80 percent of media and entertainment executives surveyed in a new poll believe that broadcast and Internet video content owners are at risk of damaging their financial bottom- lines if they do not employ technology to track, monitor and measure content. Fifty-five percent of executives polled favored eliminating digital rights management and allowing content to be distributed freely with "tagging" and tracking use of the material, as is done by digital watermarking and fingerprinting technologies.
These are among the highlights of the Digital Video Barometer Executive Survey, released today by television and interactive media research authority, Myers Publishing, LLC, and Teletrax(R), the global broadcast intelligence company. Teletrax is a subsidiary of Medialink Worldwide Incorporated . Nearly 300 media and entertainment industry executives responded to the online survey, which was conducted during the month of September 2007 by Myers' survey research team and commissioned by Teletrax.
"With the proliferation of new media channels and platforms, it's imperative for content owners and the broader industry to protect content and evaluate the effectiveness of the various business models," said Jack Myers, president of Myers Publishing LLC. "We are pleased to launch the Digital Video Barometer Executive Survey, the first in an ongoing series that will periodically gauge the views and attitudes of industry leaders on critical topics related to the digital video marketplace."
Most of the media and entertainment executives surveyed said that content owners should place a high priority on implementing technology tools for tracking, monitoring and measuring Internet video content (72 percent) and broadcast video content (62 percent). Large majorities of the executives polled said watermarking or fingerprinting technologies are fairly or highly useful for video content protection (71 percent), contract compliance (66 percent), and asset management (58 percent).
"These survey results reinforce key trends we are seeing in the media and entertainment marketplace," said Teletrax chief marketing officer Peter Winkler. "Rather than locking up video content with restrictive digital rights management technology, major media companies are turning to tracking and monitoring solutions such as digital watermarking to ensure content protection and monetization."
The survey results also emphasized the heightened importance of tracking systems as video increasingly migrates from television to the Internet. Sixty-four percent of survey respondents said it is fairly or highly important for copyright content owners to have a technology or system that could take an inventory of all its copyrighted content that is contained on social networking sites at any one time. However, only 40 percent of the media and entertainment executives polled said they are supportive of Viacom's $1 billion lawsuit against YouTube/Google for copyright infringement.
Respondents were generally bullish on the growth of Internet video content and the shift in consumption of video content from TV to the Internet. Eighty percent of the executives polled said that at least 40 percent, if not a greater proportion, of video content will be consumed on the Internet (versus television) in 2012. However, only 26 percent of respondents said that video content will be distributed freely, without content owners mandating royalties paid, by 2012.
Results of the inaugural Digital Video Barometer Executive Survey are available online at www.teletrax.tv . Highlights of the Survey and an associated research white paper will be presented by Myers and Winkler at a Myers Publishing Breakfast event, "Economics of the New Television Marketplace," to be held on November 27 in New York. The event, lead- sponsored by Teletrax, will include a panel discussion moderated by Jack Myers and featuring speakers: Tim Armstrong, President, Advertising and Commerce, North America, Google; George Kliavkoff, Chief Digital Officer, NBC Universal; Sarah Fay, CEO, Carat and Isobar US; and David Levy, President of Turner Sports and Turner Entertainment Sales and Marketing.
Teletrax offers the only digital video monitoring and content tracking service that provides vital broadcast intelligence on a global scale to video providers such as entertainment studios, news organizations, TV syndicators, and the advertising industry. The company is a joint venture between Royal Philips Electronics of the Netherlands and Medialink, with an underlying technology that is patent protected both by Philips and Digimarc Corp. .
Teletrax currently maintains a proprietary network of detectors that monitors the television broadcasts of nearly 1,500 channels from more than 50 nations, including all 210 markets in the United States, representing all measured U.S. television households. Its international network covers television stations across Europe, Asia, the Middle East, Australia, South and Central America, and Canada. Teletrax clients include ABC Television Network, Associated Press, BBC, CBS Television, CBS Television Distribution, Disney-ABC Domestic Television, Fox Broadcasting Company, NBC News Channel, The NBC Agency, NBC Universal Domestic Television, Reuters Television, United Nations, ITN Networks, Euro RSCG 4D DRTV, and Medialink. A number of other companies are also in active trials with the Teletrax service.
Teletrax ( www.teletrax.tv ) is the world's first global digital video broadcast intelligence and video asset management service. Teletrax provides clients with video watermarking services that enable them to precisely track and monitor where, when and how their content is being aired via cable, satellite and terrestrially. Clients can easily evaluate, respond to and manage broadcast information relating to their video content through Teletrax's Web-based reporting tools. Teletrax yields critical media intelligence that is of proven value to motion picture studios, news organizations, network and syndicated TV programmers, brand marketers, corporate communicators, and advertising and public relations agencies. Teletrax is headquartered in London, has offices in New York and Hollywood, and maintains its operations hub in Norwalk, Connecticut.
About Myers Publishing, LLC:
Myers Publishing is an integrated publishing and research company with its primary focus on television and interactive media. The Jack Myers Media Business Report daily subscription-only newsletter is an executive commentary written by Jack Myers, reaching more than 20,000 of the most influential media, advertising, entertainment, and financial executives in the world. Daily coverage includes exclusive insights from Myers' Business to Business research and exclusive media industry economic forecasts. It offers exclusive behind-the-scenes insights on major industry trends, news stories, and exclusive news-making interviews with industry leaders.
Medialink ( www.medialink.com ) is a global leader in providing unique news and marketing media strategies and solutions that enable corporations and organizations to inform and educate their intended audiences with maximum impact on television, radio, print, and the Internet. The Company offers creative services and multimedia distribution programs including video and audio news and short-form programming. Through its majority-owned subsidiaries, Medialink also provides Teletrax, a global television tracking and media asset management service to help clients evaluate return on investment from their programming and advertising efforts. Teletrax is 76%- owned by Medialink and 24%-owned by Royal Philips Electronics. Based in New York, Medialink has offices in major cities throughout the United States and an international hub in London.
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