Viacom Aims to Lead Movement for Creating New TV Metrics

Multichannel News: Viacom is poised for a made-for-TV comeback. Its strategy is to tackle one of the biggest issues plaguing the media giant most recently, and one that that goes straight to the core of what has been the cable content industry’s Achilles heel: ratings. The programmer is said to have teamed with a trio of advertising agencies and measurement companies to capture and analyze set-top box, online and mobile data to determine just who is watching its shows. Ratings giant Nielsen is not among the participants.