LET’S TALK TV: Set top box data critical for better measurement, targeting; Disney is for simsub, against pick and pay

By Perry Hoffman

GATINEAU - The CRTC briefly changed the channel on Monday. The Let‘s Talk TV policy hearing turned its attention away from the impact that Netflix and over the top (OTT) services could have on the Canadian broadcasting system and instead tuned into the role that set top box (STB) viewership data should play in providing more granular audience measurement and therefore enhance the ability of broadcasters to monetize programs.Rentrak, a U.S. corporation that provides a service combining both sample and census data, took the stand in the morning to explain how its offering can be of significant value to Canadian...