18/10/2021. In the X-Reach project (working title was "Video+"), the AGF is testing the measurement of non-video content. This is the AGF's response to a pressing market demand to measure TV and digital from a single source. Two test tracks are currently running with Nielsen and INFOnline. On the publisher side, RTL Deutschland and Axel Springer, among others, are involved in the tests. In this Viewtime episode, Carsten Schwecke, CEO Axel Springer All Media, and Matthias Dang, Co-CEO RTL Deutschland, discuss the requirements for cross-media measurement and the next steps with Kerstin Niederauer-Kopf, CEO AGF Videoforschung.