Telephia, Roundbox co-star on mobile TV metrics

Market analysis firm Telephia will team with mobile broadcast software provider Roundbox to develop audience measurement and viewer behavior tracking for wireless broadcasting services. The permission-based initiative will combine Roundbox software with Telephia's on-device metering platform to log and transmit viewer data to a central server.

"The only way to get a complete view of the behavior, attitudes, and demographics of the mobile media audience is to build a metered panel," Telephia president and CEO Sid Gorham said in a prepared statement. "The launch of mobile broadcast networks and scale introduction of mobile advertising will make this type of measurement approach an imperative for the industry."

Let's just hope the unavailable mobile TV channels that clouded a previous Telephia report aren't part of any new viewing metrics.

For more on the Telephia/Roundbox announcement:
- read this release

Related article:
- TV Guide, Roundbox partner for mobile programming grid