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传统电视媒体度量,一直采用尼尔森的评级系统,但是电视的数字化、互动化和网络化让这一系统弊端日益显现,而且阻碍了电视媒体创新型业务的发展,机顶盒数据度量方案应运而生。当然,这一方案要成为标准体系还要面临很多挑战和难题,而CIMM为其制订的线路图对于国内同行具有较强的借鉴意义。金罗军博士在本篇文章中介绍了机顶盒数据度量的背景、发展现状、标准道路上的各种挑战以及CIMM建议的发展路线图等,而下篇将主要讨论机顶盒数据度量方案的优缺点,以及针对当前不足的各种短期和长期应对解决方案。如果您对此有任何真知灼见,欢迎发邮件至cui_muli@ccw.com.cn或者cuimuli@163.com。
The traditional television media has always used Nielsen’s rating system. However, the digitization, interaction and networking of television are making the system more and more debatable and impede the innovative development of television media. The set-top box data measurement solution has emerged. Of course, this program to be a standard system also faces many challenges and problems, and CIMM for its development of the road map for domestic counterparts have a strong reference. In this article, Dr. Jinluo Jun introduced the background, development status quo, various challenges on the standard road and the roadmap for the development of CIMM recommendations of set-top box data metrics. The next part will mainly discuss the pros and cons of set-top box data measurement schemes, And short-term and long-term solutions to current shortages. If you have any suggestions, please email cui_muli@ccw.com.cn or cuimuli@163.com.