Our breakfast summit this morning, Exploding Video: Measuring & Monetising TV In The Multiplatform Marketplace, sponsored by Teletrax, brought 70 online video and broadcast execs out to hear how our panelists are using tracking and monitoring methods to learn how their content is being used. Thank-you to our panel…

» Tony Donovan, MD, Reuters (NSDQ: RTRSY) Television
» Annelies Van den Belt, MD, Broadband, ITV
» Ron Coomber, Chairman, Broadband Measurement Working Group
» Andy Nobbs, CEO, Teletrax
» Robert Black, Rain Maker, Utarget

... all of whom generated an interesting discussion on a topic many in the crowd said was both prescient and crucial. The consensus: internet TV outfits are not yet doing enough to gather the kind of usage data required if advertisers are to finance emerging programming outlets; but most are keen to counter the challenge of platform proliferation by standardising metrics reporting across the industry, in the same way the TV biz has Barb and radio has Rajar. Here’s Journalism.co.uk’s coverage, and we’ll have full video of the event on paidContent:UK in the next few days.

Next stop: our PCUK mixer, on March 27. Registration opens this week…