The BBC is developing an audience measurement tool which will provide insight into how audiences 'pick and mix' content across a variety of viewing platforms.
The new Cross Media Insight system will factor in all time-shifted and online viewing. It will be designed to count repeats, iPlayer figures, recorded programmes, red-button, mobile-access and viewings via third-party sites such as YouTube. The tool will then aggregate figures after a programme's initial broadcast.
Currently in beta phase, the new single source system is based on the weekly media diaries of 650 viewers. Head of Audiences Helen Normoyle said that it will provide a 'more nuanced' and segmented view of the market place.
Rentrak Corporation and Concurrent recently announced a partnership to introduce a full-scale approach to collecting media data across cross-platform services.