Nielsen to Gauge Media Anywhere, Anytime.(Nielsen Media Research Inc.'s plans)

By Linda Moss

Long criticized for failing to keep up with technology, Nielsen Media Research last week unleashed what could prove to be a bombshell in the ratings business: An ambitious, all-encompassing plan to measure television however and wherever it's viewed.

Under its 'Anytime Anywhere Media Measurement' initiative, or A2/M2, Nielsen said it will develop and deploy technology to provide all-electronic ratings for television on any platform, be it traditional TV sets, as streaming-video on the Internet, outside the home or on mobile platforms such as cell phones and iPods.

Outlined in a lengthy manifesto, Nielsen efforts will include:

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