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
’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.