After an industry-wide consultation, the UK’s TV measurement company Barb defined a platform-agnostic fit-for-TV classification by referencing brand safety, editorial oversight and regulatory compliance. The purpose is to allow buyers to differentiate the varied content on video-sharing platforms and allow sellers to use viewing data that is not constrained by devices, distribution platform or business model while still providing consistent definitions of quality across linear, VOD and video-sharing platforms. Barb has already been measuring broadcaster content on YouTube, with examples being Channel 4 and BT Sport (now TNT Sports). Barb’s commitment to expanding audience measurement for video-sharing platforms has led to their working with a leading music video network – Vevo – to develop this further. You will hear how Barb’s consultation led to the fit-for-TV approach, and how Barb’s work with Vevo intends to deliver on it.