ITVT/TVOT is pleased to present a new episode of “Televisionation,” our video/audio podcast exploring the advanced/interactive-TV industry in the Coronavirus/Covid-19 Era and beyond. This episode features George Ivie, CEO and Executive Director of the Media Rating Council (MRC), an organization which was founded at the behest of the US Congress in the early 1960’s and which describes its mission as being to “secure for the media industry and related users measurement services that are valid, reliable, and effective.” Among other things, the organization sets measurement standards and accredits measurement services. Ivie casts light on the MRC’s work, shares his thoughts on the current state of the measurement space in general, and outlines the organization’s goals for 2021.