Network utilizing advanced TV ratings analytics tool to gain insight into audience viewing behavior

New York – June 14, 2010 – Kantar Media’s Audiences sector, which  provides Internet, TV and radio audience measurement worldwide, has announced that BabyFirstTV™ (www.babyfirsttv.com), the leading network dedicated to providing rich content to help enhance the development of babies, is extending its relationship with the DIRECTView™ service, one of the largest national audience measurement services available in the United States.

BabyFirstTV is using the advanced analytics tool, which utilizes Return Path Data (RPD) to provide granular insight into live and time-shifted (DVR) audience ratings at a second-by-second interval, to gain understanding of how viewers interact with the network, including frequency of viewing, tune-away and program engagement.

“For a commercial free network, the ability to understand what programs are working and how our audience is interacting with them on a second-by-second basis is vital to enhancing our subscription base,” says Sharon Rechter, executive vice president, Business Development and Marketing and one of BabyFirstTV’s founders.  “The analysis and insight afforded by DIRECTView revealed for example that BabyFirstTV is the second most watched network in the Preschool category with an average viewing of 86 minutes per day, which is an important statistic for us and our cable and satellite partners.”

The DIRECTView service enhances the depth of analysis available to BabyFirstTV by leveraging the Return Path Data from DIRECTV’s national footprint of 100,000 satellite television subscribers projectable to the entire DIRECTV subscriber base of more than 17 million households.

“BabyFirstTV’s use of DIRECTView is an excellent example of how the analysis made possible by the service translates into targeted business results - in this case, enabling the network to enhance programming to deliver greater value to the subscriber,” says Bud Breheney, Chief Commercial Officer, Kantar Media Audiences North America. “We are delighted to be extending our relationship with them and look forward to working together to produce greater insight into their audience’s viewing behavior.”

The agreement with BabyFirstTV is in keeping with Kantar Media’s strategy of helping clients enhance their business through a full range of media insights and measurement services. The announcement further demonstrates how Kantar Media is setting the standards for RPD methodology and re-defining audience measurement through advanced research and analysis into viewer behavior.

BabyFirstTV features 80 percent original content and programming from popular children’s DVDs. BabyFirstTV provides opportunities for parents to bond, learn and explore with their baby.  With interactive subtitles and unique color-coded programming that demonstrates the educational value of each program from language to math to music, BabyFirstTV provides parents with the tools to transform television into an active learning opportunity with their child.  The network also offers a series just for parents offering tips and advice on various parenting topics. The network is available in 120 million homes worldwide and is offered in the US on DirecTV, the DISH network, Charter, Comcast and Time Warner Cable.

About Kantar Media
Established in more than in 50 countries, Kantar Media enables exploration of multimedia momentum through analysis of print, radio, TV, internet, social media, and outdoors worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences and TGI & Custom.  Combining the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insights to more than 22,000 customers around the world.  (www.KantarMediaNA.com).

About BabyFirstTV™
BabyFirstTV is the first network in the U.S. dedicated to providing rich, innovative and inspiring content designed to enhance baby’s development in a delightful and engaging way.  Supported by leading child development experts, the network is specifically tailored to meet the needs of babies in a safe and engaging commercial-free learning environment.  Featuring 80 percent original content, BabyFirstTV offers parents a positive way to bond with baby and help foster learning and development.  BabyFirstTV is a distinguished iParenting Media Award winner of one of the “greatest products of the year in 2006.”  For more information, go to www.BabyFirstTV.com.