What is watermarking, the technology selected for NG?
This is a technology which involves inserting a mark inaudible to the human ear into programmes. This mark contains the identification of the channel which is broadcasting the marked programme and regular markers for the broadcast time. The audimeters that are installed in panellists’ homes can then recognise this information. This technology enables different reception modes to be used to measure a TV programme’s audience. It was selected after several months’ research in partnership with Thomson. The audimeter “watermarking” is standardised in two stages. The first stage is the “NG Premier” stage. This enables the mark to be recognised. The second stage is the “NG Evolution” stage: development and widespread deployment of new audimeters with an internal sensor. One new feature is that television channels are involved directly in “watermarking”. The channels are required to install the mark inserts in the master control room. .
