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Standards of measurement as much as technologies seemed to be the challenge for the research bosses at the asi European TV Symposium, as they considered the key requirements for audience measurement across all platforms.

Last night brought the latest instalment from Alan Sugar’s uncomfortable comedy show The Apprentice (9pm), with the fifth episode continuing to expose all the remaining contestants for the clueless oxygen thieves that they are.

“Innovation has been driven by broadcast channel brands for the last ten years, now it will come from the set top box operators,” said Nigel Walley, managing director of Decipher, at the asi European TV Symposium in Madrid.

Tuesday night saw the return of BBC One’s grim and challenging missing child drama The Missing (9pm), as James Nesbitt’s bereaved father continued the search for his misplaced five-year-old son across two separate time lines.

Last night saw ITV kick off a fresh week of telly by allowing Grantchester’s ‘hip’ crime-solving vicar Sidney a chance to let his hair down and put aside his killer-hunting instincts for just one night.

Decipher’s Nigel Walley has argued that the PVR will reign supreme and that VOD is a niche, rather than an industry-killing proposition.

Simon Daglish, the group commercial director of ITV, has said that ad fraud and poor quality audience data is holding TV back from being traded programmatically in the same way video-on-demand content is.

While residential broadband penetration is expected to soon top 100 million US households, traditional pay TV services have peaked and are in decline, according to new research from The Diffusion Group.

In the final of our special reports, Suzy Young uses the latest ad spend data to explain the growth in the TV market.

AOL Platforms and Multi Channel Network (MCN) have today announced an upcoming pilot in Australia to run the world’s first integrated programmatic private marketplace for TV.