New York based iTvTrax - a revolutionary new patented technology that dynamically measures television audience viewership and behavior patterns, recently announced the launch of its new website - itvtrax.com.

iTvTrax is an inclusive television audience measurement technology for all programming delivered via broadcast, cable, fiber optic systems and satellite. The data captured and related analyses significantly increase the understanding of the composition of television audiences as well as viewing behavior.

"The need for accurate, reliable, and actionable data of television viewership behavior patterns has never been more essential. iTvTrax offers MSOs, TV and cable networks, broadcasters, as well as advertisers unprecedented insight into viewership and behavior patterns and establishes a new standard in television audience measurement," iTvTrax technology inventor and CEO Tom Ivanyi was quoted in an official release as saying.

"itvtrax.com has a flash presentation which illustrates the dynamics of the patented iTvTrax technology. An iPresentation is also available describing in detail the scope and application of the patent and the benefits of the new technology to the industry," said the company's director of market research Gray Leefor.

iTvTrax is a patented digital audience measurement and behavior tracking system. The technology is resident in the set-top box and captures dynamic data for all programming and advertising delivered via cable, satellite and fiber optic/broadband systems.

Captured data is retrieved from the set-top box and through the MSO's head-end, providing for significantly increased recognition of patterns of television audience behavior and demographics.