Iria

LOS ANGELES--On the day after Christmas, a long-standard survey of people's television watching habits will take a first step into the digital present--and future.

For decades, the Nielsen Media Research audience measurement service has told networks and advertisers roughly how many people are watching, for example, ABC at 9 p.m. on a Wednesday. But as a growing number of people use TiVo or another service to record prime time shows for viewing later in the week or for watching on a laptop during a flight, the Nielsen ratings have gotten increasingly fuzzy.

In late December, Nielsen is finally taking one of several steps aimed at adapting to this new audience. Ratings will be broken out by how shows are watched--live, later in the day or within a seven-day period. Over time, Nielsen will also move to measure viewing that takes place via iPods, cell phones, laptops and other digital devices that are gaining TV privileges. The company also will track audiences for on-demand fare.

The steps are a radical change for Nielson, reflecting an overall paradigm shift that's shaking up the television world. The audience is taking control. And TV companies are scrambling to catch up.
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Read More / Source: News.com