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Technology Stocks : Gemstar Intl (GMST)
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To: unclewest who wrote (3628)8/14/2000 10:35:44 PM
From: JustLearning  Read Replies (1) of 6516
 
One other point that was interesting (to me): Henry said that measurement of guide usage (and ad impressions) was critical to wider adoption of the epg advertising platform. He also stated that measurements would be meaningful only when approximately 5m ad-capable epgs were deployed; this would have occurred around the end of the year. However due to the merger, the combined ad-capable guides will soon reach 7m (3m GMST + 4m Release-15 ad-capable TV-Guide epgs). 7m is sufficient number to talk to measurement firms (such as Nielsen), thus eliminating this as a barrier to adoption.

With the increase in critical mass of ad-capable guides (7m), the increase in sales staff (from 3 to 100), and the earlier (than planned) involvement of measurement firms, we could see acceleration of ad-revenues sooner than expected. [One caveat is that the ad platforms - GMST and TV Guide - are different, and some of the ads cannot be shown on both the guides; thus the effective national foot print will be somewhat lesser than 7m].

Does anyone know if information published by Nielsen (and other measurement firms) is available to the general public? Once these companies start measuring guide-usage, and we can get this information, this could be another way to monitor GMST progress.
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