“This is about knowing the truth regarding who is watching, what they’re watching and when they’re watching,” said David Smith, president-CEO of Sinclair. “Data gathering, measurement and behavior is too important for us not to have a reliable system and there is an immediacy to have this in place to coincide with the rollout of ATSC 3.0. Sinclair and ONE Media 3.0 intend to build it and make it available to the industry. We are currently working with device manufacturers and will shortly identify a test market in which to conduct live field trials.”
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