This week John McCarthy, media editor at The Drum talks to Justin Sampson, chief executive of Barb, about how the TV measurement business is future-proofing, having operated since 1981. The body was set up to understand how many people are watching TV shows. Its job has multiplied in difficulty as behavior fragments across different devices and platforms. We catch up on how Barb is measuring SVOD viewing in particular and what the streamers can learn from the broadcasters they set out to disrupt.

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