Broadcast Monitoring Methodology
Human media monitoring that ensures far greater relevancy and accuracy.
Only VMS supports its closed caption monitoring with human monitoring and reporting, catching important media references that cannot be discerned by automated monitoring alone. VMS' editors and media specialists personally review all broadcast media content in all 210 US markets, as well as your specified media mix to ensure delivery of precise, relevant and actionable intelligence.
Important References Often Missed by Closed Captioning
Visual References - Closed caption monitoring will miss any story that references a company or brand by visual reference alone and does not mention it verbally. For example, if a news segment displays a storefront but does not mention the store's name verbally, mechanical monitoring would miss that cue.
Contextual References - Because they review the entire segment in context, human monitors are much more likely to identify the discussion of key issues or trends in a broadcast. Human monitors can also hear the inflection or tone of a broadcaster's voice, which can often determine if the segment is positive or negative.
Grammatical References - Closed captioning often misspells words and captures phrases incorrectly, making sentences unintelligible. Since searching for critical mentions in extremely large databases is based on key word recognition, such errors can cause entire stories to be missed.
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