TORONTO and VANCOUVER – Magnify Digital, OCAD University, and Telus Fund announced today they have partnered to launch a qualitative audience data project titled Understanding and Magnifying the Impacts of Cultural Content.
The 12-month project led by Dr. Sara Diamond and Dr. Chris Kim, involves researching and developing tools “for measuring how screen media content impacts audiences,” a press release explains. This will provide “a deeper understanding of the success of a media project, its critical reception, and its impacts on audiences.”
The specific objectives of the project are to “create benchmarks and a scoring system for festival invitations, awards and earned media,” as well as to “create tools for analyzing audience perceptions of the media they watch and its impact on their lives,” the press release says.
The tools developed will be shared through Magnify Digital’s cloud-based audience analytics platform, ScreenMiner (formerly ViewerCentric).
“A more sophisticated toolkit for measuring both quantitative and qualitative success is needed,” said Elizabeth Friesen, executive director, Telus Fund, in the release. “This is particularly true for content seeking to raise awareness and drive positive change.”
“Audiences and screen media consumption are changing. The way we measure the success of screen content needs to evolve, too. For example, content targeting niche audiences may be extremely successful and significant though not in terms of traditional quantitative metrics,” said Moyra Rodger, Magnify Digital founder and CEO.
It is expected the findings and prototype tools developed through the project, which is supported by Mitacs Accelerate and the Canada Media Fund, will be released within the year.
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