iPharro.com

Media net
While some might consider being paid to spend the day watching TV to be a dream job, for Croatian agency Media net it quickly became a human resources nightmare...

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The Nielsen Company

Over the last ten years, digital technology has changed the face of television broadcasting. From an advertising perspective, digital technology has made it easier than ever to alter and adapt commercial advertisements. Simultaneously, digital technology has facilitated an increase in the number of television channels where such commercials can be broadcast. As their traditional system of manually watching and notating every commercial advertisement was quickly becoming ineffective, Nielsen found itself confronted with a unique dilemma. In a changing marketplace, how could Nielsen effectively monitor an expanding number of channels while providing customers with the level of accuracy and timeliness they had come to expect?

After reviewing the available technologies and performing a prolonged, rigorous, comparative test, the Nielsen Company concluded that iPharro's technology was best suited to meet its needs. Utilizing a customized iPharro MediaSeeker™ interface, Nielsen is now able to simultaneously monitor all channels where commercials are broadcast. Live broadcasts are compared against the reference database in multiple real-time speeds, and when advertisements are recognized in the stream their identities and locations are logged. This allows Nielsen to note which commercials were played, when they were played, and whether or not they were visually modified, especially as relates to price or product packaging. The user-friendly interface allows the operator a quick visual understanding of the information. Even new advertisement types, like split screen commercials, are immediately recognized by the MediaSeeker™ software.

As a result of their partnership with iPharro, Nielsen can now offer their customers unprecedented options and levels of service. iPharro MediaSeeker™ has allowed Nielsen to give their customers a clearer and more accurate picture of how the advertising market is shaped at breakneck speeds.

MDA in Singapore

The Media Development Authority (MDA) in Singapore faces a unique challenge. Under the direction of the Singaporean government, the MDA is responsible for assuring that all imported DVD material adheres to the country's rating standards. Singapore imports a large number of DVD's from the United States, mainland China and Hong Kong. This poses a problem for the government because ratings standards vary greatly among nations. As a result of this inconsistency, imported movies may contain different levels of violence or sexual gratuity even within the same rating grade.

The MDA has employed a labor intensive process to detect differences in imported videos. In order to maintain quality control and to oversee rating integrity, every single title from every single importer has to be manually viewed and compared to an original MPAA supplied version, with the reviewer manually noting each difference. This process requires dedicating manual resources for at least the time duration of the film for every title imported. With the explosion of the personal video market over the last five years, using humans to monitor and track multiple movie versions has become inefficient and prohibitively expensive.

iPharro's scalable MoPiCCS solution was deployed for a MDA project as a means of simplifying their regulatory process. The iPharro MediaSeeker� technology automatically identifies differences in key scenes, allowing countless DVDs to be monitored with minimal human interaction. Using iPharro's solution, MDA was able to analyze video material more quickly and accurately while saving money and other valuable resources at the same time - thereby simplifying the screening process.