Mismeasurements


Executives tasked with creating a network of programming must measure its consumption. Determining popularity is essential when deciding what material remains in production. Limited resources demand that only the most popular material exist, but how does one measure this popularity? Most often it is a  quantitative measure of reception: how many viewers are consuming?

Contemporary technology has made this measuring process far more complicated than in decades past. What was once a living room of one television has become a world of multiple devices. Among the many locations where today’s viewer engages with media are game consoles, smart phones and set top boxes. Rich variety means greater access to viewers but one in which measurement is difficult.

Ironically, a piece of content that becomes popular with collective groups suffers from poor measurement. Viewed in mass, a program seen from a single device may entertain a mass of hundreds. Are these multiple eyes measured? Often not as the single device means single viewer.

Most important in the measurement process is a realistic understanding of inherent limitations. If it is not possible to accurately measure something is it best to abandon the attempt? Perhaps a better technique is to develop a more realistic perspective. If we cannot know exactly are we best served by an acceptance of the most realistic? When certainty is impossible we need not resign ourselves to the displeasure of ineptitude. Limited though we are, what we can know does have value and our best perspective is one based on everything we know.

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  1. May 30, 2013 at 2:35 AM

    Truly helpful….look forwards to returning.

    Like

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