Discovery Takes DirectView of Set-Top Data

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Discovery Communications has signed an agreement to use the DirectView service provided by TNS Media Research, which will provide the basic cable network with viewership information on live and time-shifted DVR usage.

The data will be collected on a second-by-second basis from 100,000 DirecTV subscriber set-top boxes. Those homes are representative of DirecTV's 17 million home user base. The research will cover all of Discovery's networks, including high-definition simulcasts and emerging networks.

Discovery is the first media company to sign up for these advanced TV ratings analytics, according to TNS. Discovery has previously measured second-by-second viewing behavior of its HD theater using technology embedded in 300,000 set-top boxes in the field in Charter Communications' Southern California cluster.