JIC’s goal is to create multiple currencies for premium video, using first-party viewing data

Most of the biggest television programmers have banded together in a new attempt to fix what they see as an audience measurement problem and promote competition to Nielsen, ending its stranglehold on the industry.

Comcast NBCUniversal, Paramount Global, Fox, Warner Bros. Discovery, TelevisaUnivision and the VAB said Monday they formed a Joint Industry Committee so they can work together to set standards for measuring what they call premium video, which generates $70 billion in advertising revenue.

The JIC will certify multiple currencies from multiple providers and promote the use of the programmers’ first-party viewer data as a foundation for measuring streaming as part of multi-screen campaigns.