(CMJ) While most kids used to learn about cool music from their older brothers, it seems that MTV, the quintessential teenage tastemaker, might begin to assume the role of a second, more ominous sibling in the coming months-Big Brother.The cultural icon and reality show incubator will begin monitoring its audience's observational habits with the implementation of second-by-second viewership analysis courtesy of TNS Media Research, intended by the network's corporate parent company Viacom to help the conglomerate more effectively schedule advertising breaks aimed at youth markets.
TNS, which obtains its data from monitoring the behavior of approximately 300,000 digital cable subscribers in the L.A. area, pitches its technology as both a more accurate reflector of channel-surfing habits than the minute-by-minute analysis already conducted by Nielsen - more on this story
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