The Broadcasters' Audience Research Board this week launched 'Future into View' as Barb chief executive Bjarne Thelin warned of challenges ahead for audience measurement.
"As we look around at the huge range of TV-related devices on offer, it is clear that there is more functionality -- and range of functionality -- available to viewers than ever before," Thelin said.
"This results in a wide range of viewing environments across the UK. At the high-tech end of the range, there is a burgeoning choice in a digital multichannel environment with sophisticated interconnected devices.
"This is the end of the range that we have to consider for the future, as here will be the developments that challenge the industry -- and challenge Barb's ability to measure."
Difficult and important questions had to be answered he said, asking the industry to give its views on various issues including interactivity, broadcast content from non-broadcast devices such as computers and video on demand, product placement and personalised advertising.
"It will be impossible to deliver everything that everyone would like to see. But we hope to find a way forward which can deliver most people most of their requirements, and all people much of their requirements," he said.
Consultation will continue into next year, first by way of a questionnaire then with face-to-face meetings and industry group forums starting this autumn.
Barb is owned by the BBC, ITV, Channel 4, Five, BSkyB and the Institute of Practitioners in Advertising. It covers digital and analogue terrestrial, satellite and cable TV in the UK.
The consultation was launched at the English Heritage Theatre in London before an audience including almost 200 senior representatives from the world of TV.
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