WASHINGTON -- As far as Nielsen Media Research is concerned, digital TV can no longer be ignored.
Nielsen announced Monday that it has purchased 3,000 digital receiver cards from Optibase. Soon, the ratings service will use the technology to monitor hundreds of digital broadcasts in the U.S. and Canada.
While most TV stations in the U.S. are now equipped to broadcast digitally, many Americans are reluctant to scrap their old set and buy a new TV.
Optibase and Nielsen said they are confident that times are changing.
"With the drop in prices of digital televisions and the increased digital TV services being offered to consumers, it is only a matter of time before there is widespread penetration of digital technology," Optibase prexy Greg Eisips said.
With the cards, Nielsen will be able to provide broadcasting data to support ratings products, program verification of local station broadcasts of network programs and commercial verification.
Nielsen senior project manager David Wright said the card developed by Optibase is "truly a great fit."
Contact Pamela McClintock at
pamela.mcclintock@variety.com