NEW YORK: In response to client demand, VMS launched a monitoring product that lets users track and search streaming broadcast video in real time from all designated market areas.Peter Wengryn, VMS CEO, expects RealTime to serve clients differently depending on their media presence. For instance, users who are frequently mentioned in the press would use it to supplement the edited monitoring reports, noted Wengryn. High profile clients need real time feeds when they want to do their own research or respond quickly to crisis situations, he added.
The company also plans to market RealTime to small businesses whose media presence doesn’t justify paying a premium for edited monitoring services. There are plans to include other media – such as radio – to the real time module in coming months, Wengryn added.
Also during the product’s beta testing, several political campaigns used RealTime to monitor and quickly counter statements made by their political rivals, he said.
“If you have a local television station reporting on a major crisis that’s one thing – and if you’re aware of it, you can get your PR machine out there and put together the spin and the message that you want the marketplace to hear,” Wengryn noted. “Once the major networks get involved, then you’re too late and the message is being defined by the larger media.”
VMS’s products include several media monitoring services, but this is the company’s first real time feature. It was unveiled today at the Media Relations Summit in Washington, DC.