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IPTV Technology Featured Article
May 20, 2008
Combined Set-Top Box & Clickstream Measurement from Macrovision and Sunflower
By Nathesh, TMCnet Contributing Editor
Macrovision Solutions Corporation and Sunflower Broadband announced today that they’re planning to create a set-top box clickstream measurement solution for their TV Guide Interactive i- Guide.
The partnership could enable Macrovsion and Sunflower Broadband to collect valuable IPG usage data and improve customers’ viewing experiences, the companies said.
Macrovision Solutions enables the digital home entertainment experience by allowing businesses to protect, enhance and distribute digital goods to consumers across multiple channels. Sunflower Broadband is an independent cable operator that provides its customers advanced broadband network with video services including an HD channel lineup, on demand, and HD On Demand. The TV Guide Interactive i-Guide is one of the cable industry’s most widely-deployed interactive programming guides.
“The interactive program guide plays a vital role in consumers’ enjoyment of their television entertainment,” said Steve Shannon, executive vice president, Product Management, at Macrovision. “The insights both Macrovision and Sunflower Broadband gain from this relationship will help us understand how consumers currently use their IPGs, how they engage with interactive guide advertising and how the guide experience can be enhanced.”
The IPG Data collection will be accomplished using Navic Networks’ HyperGate Transport software, the companies said. It will comply with consumer privacy laws and will be collected and reported anonymously, the companies said. The collection of IPG usage data will help Sunflower Broadband to access how its services are used by its customers, the companies said. The clickstream measurement helps the two companies determine how their customers use their contents and i-Guide with their DVR and on demand services and in-guide advertising, the companies said. Effective consumer marketing strategy and easy to use content menus for the users can be developed with this measurement by the service providers, the companies said.
“Sunflower Broadband is continuously innovating new ways to improve our customers’ experience, while enhancing our offering to advertisers,” said Patrick Knorr, COO/General Manager, Sunflower Broadband. “i-Guide’s set-top box measurement solution will provide us with a new tool to understand our consumers’ needs, how they navigate, use services such as on demand, and their engagement with interactive advertisements. Having this information will be critical to be able to better serve and meet our customers’ needs”.
In addition to measuring consumers’ use of the IPG, Macrovision and Sunflower Broadband plan to test locally targeted IPG advertisements. Using clickstream data, Macrovision and its advertising clients will evaluate the performance of IPG ad campaigns.
Nathesh is a contributing editor for TMCnet. To read more of Nathesh’s articles, please visit his columnist page.
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