More accurate TV ratings sought

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Worried that the number of people watching TV shows is not being reported accurately, 14 major media companies, advertisers and agencies are teaming up in an effort to develop new methods to measure how people watch television.

Among those participating in the venture are Time Warner Inc., Viacom Inc., CBS Corp., NBC Universal, Walt Disney Co., News Corp., Procter & Gamble Co., AT&T Inc., Unilever and advertising giant WPP Group.

“We all have an urgent need to evolve our methods of measurement,” Viacom Chief Executive Philippe Dauman said in a statement.

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