A NATIONAL RATINGS service which includes set top box data from all major TV carriers looks like it may not happen.
On April 4, 2019, Quebecor’s cableco Vidéotron withdrew from the CRTC mandated Set-Top Box Working Group and stated it does not intend to provide STB viewer data to ratings agency Numeris for the proposed audience measurement system. The STB Working Group and Numeris now say they must evaluate the full impact of Vidéotron’s decision before proposing next steps, according to a letter from Shaw’s Dean Shaikh, on behalf of the STB Working Group, to the CRTC.
“At a minimum, as a result of Vidéotron’s decision, Numeris will not be able to launch a national service using STB data by the agreed-upon delivery date of September 30, 2019.”
Later, on May 1st, Vidéotron then filed an application with the CRTC asking to be relieved of the condition of licence (COL) requiring it to participate in the Set-Top Box (STB) ratings working group.
That COL had been imposed in August 2018 on all BDUs during their license renewals.
In March 2015, the Commission issued one of its Let’s Talk TV decisions, which launched the idea of harnessing the viewership information contained in the set-top box data streams produced by cable and IPTV customers. The CRTC envisioned the data gleaned from BDUs would:
- “permit broadcasters to make more informed programming selections and scheduling decisions;
- provide broadcasters with new opportunities to effectively monetize advertisements;
- place BDUs in a better position to tailor the services offered and content of packages;
- place the Canadian broadcasting industry on a more equal footing with the international and online video markets; and
- ensure that the privacy of individuals is protected. “
It became a condition of licence for all BDUs, including Vidéotron, at their renewals in 2018, with an additional requirement for vertically integrated companies such as Québecor, the owner of Vidéotron and TVA.
“The Commission therefore finds it appropriate to require vertically integrated BDUs to provide STB data to a national STB-based audience measurement system by no later than 30 September 2019, so as to coincide with the STB Working Group’s revised date for the implementation of the STB National Measurement Service,” the decision read.
The working group was set up in April 2015 and has been working to determine what kind of data, the level of its granularity, who would collect it and aggregate it, and other technical aspects could be provided in a way that protects the privacy of its users.
What Vidéotron is suggesting is that instead of providing the data to a national set-top box-based audience measurement system (Numeris was chosen by the working group), the data be provided to independent broadcasters under conditions negotiated between them (we’re guessing there would be no involvement by Numeris).
According to the Videotron application, Numeris provided a progress report to the working group in early March and that seems to have triggered Vidéotron’s application. Details have been redacted in the public application, however.
If allowed, this would seem to have a serious impact on the viability of the project, with the main francophone BDU deciding it doesn’t want to take part.
“Numeris has developed a national STB audience measurement solution and continues to work closely with the STB Working Group to support the needs of its members,”said Tom Jenks, Numeris’ director of communications. “We have no further comment at this time.”
Will other BDUs follow suit? It’s not known at this time (We’re asking, though).
Could the CRTC force Vidéotron to provide its STB data to Numeris – and if so, will that trigger another court case involving Québecor?
Intervenors have until June 6th to provide comments and Videotron has a further 10 days to reply.
