Nielsen contemplates if it is possible to assign a negative viewership

REACTV is a new, interactive media venture which is launching (kind of) in the Tampa, Fla. area. By this I mean that it will run for only an hour a day, expected to increase to seven hours a day by late January.

David Goetzl says that the delayed beta launch, about three months behind schedule, aims to test the venture's ability to simulcast TV and Web operations. "There's some real technical hurdles we need to cross to synchronize Web and (TV feeds)," entrepreneur Frank Maggio says.

The channel promises consumers a chance to play games and compete for thousands of dollars in prizes, as well as earn rewards for viewing ads.

Maggio has drawn attention for launching Nielsen challenger erinMedia. Nielsen has refused to provide ratings for ReacTV, and Maggio has threatened to take legal action.