Medialink service tracks VNRs with Teletrax offering

NEW YORK: Medialink has launched a global video monitoring service called Teletrax, which embeds an indelible, invisible watermark that can track video content whenever and wherever it is broadcast.

NEW YORK: Medialink has launched a global video monitoring service called Teletrax, which embeds an indelible, invisible watermark that can track video content whenever and wherever it is broadcast.

"Teletrax enables you to scientifically understand the reach of your content,

said Andy Nobbs, managing director at Teletrax, who was hired to manage the new product. He was formerly content director at IPC Media, the UK's largest consumer magazine publisher.

The Teletrax technology includes a copyright-protection indicator, which identifies unauthorized use of copyrighted material; an original-format indicator that reports whether content has been altered from its original state; an audience evaluation tool, which monitors the reach of each broadcast; and advertising verification that automatically confirms when commercials have aired.

SIGMA (a trademark of Nielsen), Vericheck, and VMS have been the most widely used methods of measuring use of VNRs. But the reliability of these is questionable, said Ryan Barr, director of corporate development and communications for Medialink. "The current technologies only work in the US, and have not been proven to work across all digital platforms," said Barr.

Described as an "attempt to bring the rest of the world up to speed

by Doug Simon, president of DS Simon Productions, Teletrax will not necessarily cause a "dramatic increase in VNR placements in the US,

in his opinion, "but it has potential worldwide because there hasn't been a standard way of tracking in other parts of the world."

Last week, Reuters signed a three-year agreement for the service, making it Medialink's first Teletrax client.

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