TV Time Acquires Mediamorph, Revamps Into Whip Media Group

Content tracking platform company TV Time has agreed to acquire content value management (CVM) platform operator Mediamorph, the companies announced Oct. 15.

TV Time, which is used by nearly a million people daily to keep track of TV shows and movies they’re watching, will combine its sentiment data with Mediamorph’s cloud-based CVM platform to offer clients improved, data-driven, revenue-generating solutions, the company said.

The combined companies will operate under the name Whip Media Group, with offices in Los Angeles, New York City, London, Amsterdam and Paris.

“Sitting at the epicenter of the entertainment industry, Mediamorph’s CVM platform delivers speed, flexibility and cost-effective options enabling the largest media companies to better distribute, acquire and monetize their content,” said Rob Gardos, CEO of Mediamorph. “This becomes even more powerful when you combine TV Time’s analytics and AI capabilities. The combination of Mediamorph and TV Time will not only help our customers increase revenues, but will also enable a better user experience, personalization and customer engagement not previously available to the marketplace.”

TV Time currently offers cross-platform consumer insights around content to both multinational media companies and content creators, with first-party audience data and machine learning engines that aim to help clients better understand their audiences. Mediamorph’s CVM platform currently powers more than two-thirds of all global digital transactional revenue in the media and entertainment industry, tracking more than two trillion TVOD, SVOD and AVOD global transactions each year across more than 1,200 platforms.

“Together, our companies offer unparalleled global scale combined with unique data capabilities, to maximize revenue opportunities for our clients across thousands of platforms in more than 150 countries,” said Richard Rosenblatt, TV Time co-founder and CEO. “With this acquisition, we will accelerate our growth and invest in Mediamorph’s CVM platform to build features that provide a competitive advantage to our clients in this increasingly fragmented content market.”

TV Time’s data gauges the viewer’s emotional reaction to a film, series, character or episode, and provides clients with sentiment data to demonstrate how content is relevant. Combining that with Mediamorph’s CVM will allow for informed decision making for both content buyers and sellers, Rosenblatt said.

“In this new streaming world, where traditional ‘ratings’ are no longer useful,  the combined insights from Mediamorph and TV Time will allow our clients to make near real-time decisions around current licensed content as well as future licensing opportunities across the global content economy,” he said.