Media monitoring firm Durrants claimed this week it could beat the
UK cuttings sector's accuracy levels by nearly 30 per cent with a system
that reads, cuts and distributes media coverage electronically.
Durrants MD Tony Law, whose firm has invested nearly pounds 3m in the
system, said: 'The media monitoring industry has traditionally relied on
the accuracy of human readers to identify cuttings for clients. Durrants
has introduced scanners that can read 80,000 to 100,000 pages a day,
using optical character recognition (OCR) technology.'
Overall industry accuracy is around 70 per cent. Durrants expects the
technology to boost its own to 98 per cent.
OCR software recognises more than 17,000 key words, according to Law. To
eliminate any computer misinterpretation, human readers will
subsequently check cuttings, the company said.
Clients are able to receive cuttings electronically but will have to
invest in an electronic extension to their NLA licence.
News International titles, including the The Sun and The Times, are
exempt from the electronic distribution aspect but will still be
distributed via traditional means.