Análise de interação e audiência em sistemas de TV digital

Abstract

Despite the growing deployment of digital television services, audience measurement and other media analysis still rely on obsolete and usually expensive methodologies that date back to the analog era. Moreover, the introduction of interactive services into TV terminal devices is not adequately considered in such analyses. An advanced analysis of both viewers’ audience and interactive behavior may thrive this market, which still lacks really attractive applications. The present work proposes solutions for the deployment of Interaction and Audience Analysis Service Providers (IAASP), as a technological evolution that can be adopted by media research firms and TV broadcasters for their audience researches. Different approaches for capturing viewers’ audience and interactions in digital TV systems are proposed and compared. For the analysis of captured data, this work also presents tools that compose the core of an IAASP, allowing for the examination of data resulted from the interactions between a viewer and his/her terminal device, independently of the adopted approach for data capturing. Moreover, it is proposed a Markovian model to represent viewers’ behavior, in order to enable simulations from synthetic loads in experiments involving television services. The model was then applied using sample parameters resulted from an unpretentious experiment on viewers’ behavior, in order to provide estimations on hardware requirements for the deployment of an IAASP. The proposed solutions found to be feasible for large-scale deployments and, due to the technologies employed, they are able to promote a harmonization of audience research across multiple platforms.