Jeff Henry joins board of image-recognition company Margaux Matrix

Jeff Henry, the chief executive of The Hallmark Channel and a former chief executive of Granada Sky Broadcasting, has joined the board of the technology company Margaux Matrix.

Margaux Matrix launched in July and is pioneering an electronic image-recognition service that picks up and measures on-screen brand logos and images.

Henry, who is in charge of The Hallmark Channel in Europe, the Middle East and Africa, joins the board as non-executive chairman.

He will sit alongside the former Cap Gemini Ernst & Young directors and founders of Margaux Matrix, Steve Burgess and Joseph Sweeney, and the former advertising director at GlaxoSmithKline, John Blakemore. Other investors include the Formula 1 driver David Coulthard and the motor-sport commentator Mark Blundell.

Initially, the service will use its technology, developed by the brain and cognition centre of the University of Toulouse, to measure brand exposure in the sports sponsorship sector. This is an area where on-screen brand measurement has traditionally been handled manually, making it prone to error.

However, it has much wider implications in terms of measuring programme product placement and advertising at other non-sporting televised events.

The image-recognition technology produces a report that records how long a brand is on screen, its position and its screen size.

"This is one of the most exciting applications of technology in this sector. It can be used not only to record sponsors' exposure during sports events but the appearance of brands in any TV programming," Henry said.

Henry is a former managing director of London News Network and ran its sports subsidiary Independent Sports Network.

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