Live video content is increasingly consumed over IP networks in addition to traditional broadcasting. The move to IP provides a huge opportunity to discover what people are watching in much greater breadth and depth than currently possible through interviews or set-top box based data gathering by rating organizations, because it allows direct analysis of consumer behavior via the logs they produce. The ViSTA-TV project will gather consumers’ anonymized viewing behavior as well as the actual video streams from broadcasters and IPTV transmitters to combine them with enhanced electronic program-guide information as the input for a holistic live-stream data mining analysis: the basis for an SME-driven market-place for TV viewing-behavior information.