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A collective whoopie from the rest of us, while a group of media companies have finally done the inevitable: NBC Universal (NYSE: GE), Time Warner (NYSE: TWX), News Corp (NYSE: NWS). Viacom (NYSE: VIA), CBS (NYSE: CBS), Discovery and Walt Disney (NYSE: DIS) are joiing to create a rival to the much-hated-but-highly-used TV ratings system by Nielsen, reports FT. Others involved in the new project, slated to launch in Sept, include big advertisers P&G, Unilever and AT&T (NYSE: T), and agencies such as WPP and Starcom MediaVest, thus lending more heft (Are there any anti-trust issues here?). This new consortium will award contracts for measuring set-top box data and cross-platform viewers across TV and digital as early as Q4, the FT story says.
Of course such efforts have been threatened for years, so lets hope this time it gets done for real, for once.