MUMBAI: US pay TV service provider DirecTV and researcgh firm Nielsen have entered into an agreement to test the development of information.

This will enable them to understand the daily viewing behaviors, trends and characteristics of customers who use DirecTV's interactive television services.

In developing its new metrics for measuring interactive usage, Nielsen will use aggregated and anonymous clickstream data from a new television measurement panel of 300,000 DIRECTV interactive customers. Information from the test could lead to an enhanced consumer experience and the creation of more valuable interactive opportunities for advertisers.

DirecTV adds that it respects the privacy of its customers. Unless customers provide consent through an opt-in process, DirecTV only provides viewing data on an aggregated and anonymous basis.

DirecTV Entertainment executive VP Eric Shanks says, “As the DirecTV interactive TV space continues to rapidly evolve, we need to develop a complete and accurate understanding of how our customers use these services. Through our test with Nielsen we hope to develop the usage information our programming and advertising partners need to take full advantage of our interactive platform and reach their target audiences in a truly unique way.”

The agreement is the first of its kind to be announced since the creation of Nielsen DigitalPlus, a new service created by Nielsen to help clients better understand information opportunities available through consumer interaction via digital set top boxes.

Nielsen senior VP Scott L Brown says, “This agreement with DirecTV is an exciting new opportunity to gain valuable insight into how new technology is influencing the behavior of interactive satellite subscribers. The television industry is at the very beginning of understanding the uses and applications of expanding digital services. Nielsen is using our full resources to help clients create valuable new uses for their digital information.”