Return-Path-Data Lexicon: Advanced Television Organizations

CIMM is taking a proactive role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with return-path data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of this column, which offers a common language for RPD nomenclature that can expedite the rollout of the data for its many industry applications.

Let’s give a nod this week to organizations in the advanced television space, specifically the ATVEF (the Advanced Television Enhancement Forum) and the ATSC (the Advanced Television Systems Committee). Both of these groups are actively involved in advancing compliance by helping to form and advance technical standards for industrywide use.

There are more organizations involved in Advanced Advertising and return-path data standardization. More recently, the MRC has formed a Technical Committee and Non-Technical Committee charged with the task to create a foundational data standard for RPD measurement.



ATVEF abbr Advanced Television Enhancement Forum

CIMM DEFINITION : A commercial technology organization or "cross-industry alliance" formed by many different companies from the broadcast and cable networks, television transports, consumer electronics, and PC industries. The goal was to develop HTML-based protocols to promote the standardization of enhanced TV. Tools and other supportive technologies that were "ATVEF-compliant" enabled the creation and distribution of enhancements through the analog and digital signal. Representatives developed a technology specification that enabled broadcasters to send data (based on Internet standards) through the "Vertical Blanking Interval." If the viewer's set-top box had the proper software to receive and interpret ATVEF data, whatever was designed and sent would show up on the TV screen. That data might appear as raw data or complex interactive interfaces. This technology has been made somewhat obsolete by the deployment of digital set-top boxes. (Source:

ATSC abbr Advanced Television Systems Committee

CIMM DEFINITION: An organization founded in 1983 to research and develop a television standard in the United States. An international organization of 200 members that is establishing voluntary technical standards for advanced television systems. (Source: CableLabs)

2: Developed a new set of standards for digital television to replace analog offering, among other things, much higher resolution.

3: Also used to refer to a platform’s inclusion of an ATSC tuner which allows reception of over-the-air (OTA) digital and HD channels. (Source: TIVO)

Please refer to the CIMM Lexicon online at for additional information on these and other terms

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