MetaBroadcast, the UK’s metadata management specialist, announced today that it has been awarded a three-year contract by TAM Ireland (Television Audience Measurement Ireland CLG), the Joint Industry Committee (JIC) representing Irish broadcasters and advertising agencies. Under this agreement, MetaBroadcast will implement a programme data harmonisation system.
As part of the project, MetaBroadcast will collaborate with Gracenote, the content data business unit of Nielsen, to deliver an ID mapping solution to TAM Ireland. This solution will enhance the quality and precision of combined data files by incorporating enriched programme metadata from Gracenote, including customer-specific genres and unique content identifiers. According to the parties involved, this development will lead to improved data quality and a deeper understanding of television viewership at the programme genre level.
TAM Ireland, working in conjunction with Nielsen—Gracenote’s parent company—provides trusted audience measurement services for the Irish television and advertising industries. Its stakeholders include major broadcasters operating in Ireland such as RTÉ, Virgin Media Television, TG4, Channel 4, Sky Media Ireland, and Paramount, as well as leading media buying agencies including Core, WPP, Dentsu, Havas, and Omnicom Media Group.
Jamie Mackinlay, CEO of MetaBroadcast, expressed enthusiasm about the partnership, stating:“MetaBroadcast is delighted that TAM Ireland has recognised the value of the robust metadata management capabilities of Atlas, our cloud-based active data platform, and best-in-class Gracenote program metadata.” He further emphasised the importance of the collaboration by adding, “Scalable, time-sensitive data ingest, mapping, and matching are key to reducing data duplication and improving operational efficiency that will help TAM Ireland better serve their stakeholders," expressed.
Finally, Tim Cutting, Chief Revenue Officer at Gracenote, also highlighted the significance of the project, noting: “Gracenote’s programme metadata and IDs plus MetaBroadcast’s advanced data platform give TAM Ireland unprecedented insight into content viewership at a granular level.” He concluded by saying, “We’re pleased to expand our work with MetaBroadcast which will help TAM Ireland deliver the best possible solutions to Irish broadcasters and marketers," highlighted.