Patented Technology Provides Solutions to Television Ratings Controversy

iTvTrax's Proprietary Chip Design Enables Second-By-Second Viewership Data and

Significant Increases in Sample Size by Demographic Categories



Jun 21, 2004, 01:00 ET from iTvTrax

    NEW YORK, June 21 /PRNewswire/ -- Amid the unprecedented controversy
 surrounding local television viewership measurement, iTvTrax
 (http://www.itvtrax.com) has launched an auction of its proprietary patented
 technology that provides solutions for both industry and community leaders
 critical of Nielsen's use of the People Meter to measure local television
 market audiences.
     Industry and community concern has now extended to the political arena and
 resulted in concerted efforts to highlight the insufficiency of the sample
 size as well as the apprehension that "Nielsen's new ratings system will
 severely undercount black and Hispanic viewers" (New York Times, June 14, 2004
 -The Odd-Couple vs. Nielsen).  These criticisms have been addressed by Nielsen
 and are reflected on a new website at http://www.everyonecounts.tv.
     iTvTrax's patented technology will provide solutions through its
 proprietary chip design that can be imbedded in the set-top box, directly into
 new TVs, PCs, DVDs, DVRs and media centers as well as into plug-and-play
 units.
     Tom Ivanyi, CEO of iTvTrax, says, "Broad scale distribution within local
 markets will serve to validate and assess conventional audience measurement
 techniques by providing dynamic second-by-second viewership data as well as
 significantly increasing sample size."
     Last week, iTvTrax and its patent attorneys announced the initiation of an
 Auction for the license or purchase of its patented technology covered by U.S.
 Patent No. 6,286,140 and related applications.  Bidder Packages have been
 delivered to a wide swath of businesses with vested interests in television
 audience measurement including MSOs, satellite operators, market research
 companies, broadcast and cable networks, advertisers, media buyers, and
 set-top box and DVR manufacturers.
     The Auction ends on July 19, 2004 and the winning bids for the licenses or
 sale of the patent shall be announced to the winning bidder(s) on July 26,
 2004.  Potential bidders are being provided with a Bidder Package containing
 the File History of the patent as well as instructions on the Auction process.
 The Patent can be viewed at http://www.itvtrax.com and a delineation of the
 Fields of Use and the Key Benefits of iTvTrax technology can be viewed at
 http://www.itvtrax.com/key-benefits.php.
 
     About iTvTrax
     iTvTrax is a patented digital audience measurement and behavior tracking
 system technology resident in the set-top box (or the TV/DVR/VCR). Captured
 data is retrieved from the set-top box and through the MSO's head-end,
 providing for significantly increased recognition of patterns of television
 audience behavior and demographics. iTvTrax, LLC is located in New York, NY.
 For more information, visit http://www.itvtrax.com.
 
 

SOURCE iTvTrax
    NEW YORK, June 21 /PRNewswire/ -- Amid the unprecedented controversy
 surrounding local television viewership measurement, iTvTrax
 (http://www.itvtrax.com) has launched an auction of its proprietary patented
 technology that provides solutions for both industry and community leaders
 critical of Nielsen's use of the People Meter to measure local television
 market audiences.
     Industry and community concern has now extended to the political arena and
 resulted in concerted efforts to highlight the insufficiency of the sample
 size as well as the apprehension that "Nielsen's new ratings system will
 severely undercount black and Hispanic viewers" (New York Times, June 14, 2004
 -The Odd-Couple vs. Nielsen).  These criticisms have been addressed by Nielsen
 and are reflected on a new website at http://www.everyonecounts.tv.
     iTvTrax's patented technology will provide solutions through its
 proprietary chip design that can be imbedded in the set-top box, directly into
 new TVs, PCs, DVDs, DVRs and media centers as well as into plug-and-play
 units.
     Tom Ivanyi, CEO of iTvTrax, says, "Broad scale distribution within local
 markets will serve to validate and assess conventional audience measurement
 techniques by providing dynamic second-by-second viewership data as well as
 significantly increasing sample size."
     Last week, iTvTrax and its patent attorneys announced the initiation of an
 Auction for the license or purchase of its patented technology covered by U.S.
 Patent No. 6,286,140 and related applications.  Bidder Packages have been
 delivered to a wide swath of businesses with vested interests in television
 audience measurement including MSOs, satellite operators, market research
 companies, broadcast and cable networks, advertisers, media buyers, and
 set-top box and DVR manufacturers.
     The Auction ends on July 19, 2004 and the winning bids for the licenses or
 sale of the patent shall be announced to the winning bidder(s) on July 26,
 2004.  Potential bidders are being provided with a Bidder Package containing
 the File History of the patent as well as instructions on the Auction process.
 The Patent can be viewed at http://www.itvtrax.com and a delineation of the
 Fields of Use and the Key Benefits of iTvTrax technology can be viewed at
 http://www.itvtrax.com/key-benefits.php.
 
     About iTvTrax
     iTvTrax is a patented digital audience measurement and behavior tracking
 system technology resident in the set-top box (or the TV/DVR/VCR). Captured
 data is retrieved from the set-top box and through the MSO's head-end,
 providing for significantly increased recognition of patterns of television
 audience behavior and demographics. iTvTrax, LLC is located in New York, NY.
 For more information, visit http://www.itvtrax.com.
 
 SOURCE  iTvTrax