Medialink electronic tracking set to improve measurement

The monitoring of TV news for PR companies is set to become more accurate following the development of an electronic tracking system, according to its developer, Medialink International.

The monitoring of TV news for PR companies is set to become more

accurate following the development of an electronic tracking system,

according to its developer, Medialink International.



Medialink TeleTrax electronically ’watermarks’ video news releases and

tracks their use by broadcasters internationally. It can monitor up to

3,000 channels continuously.



’With TeleTrax, we can send information back to clients within 24 hours,

although it could take as little as one hour,’ said Jim Gold,

vice-president of new media services at Medialink International.



Up until now, information has been gathered from TV watchers who would

report sightings. This method was notoriously haphazard, inaccurate and

inefficient.



’This is the first time anyone has been able to provide serious and

accurate evaluation of PR activities on television,’ said David Davis,

president of Medialink International.



TeleTrax, exclusive to Medialink, was developed in conjunction with

Lucent Technology. The technology will roll out first in Europe and then

spread to Asia and the US later in the year.



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