Online word-of-mouth measurement firm BuzzMetrics is testing TV*BuzzMetrics, a service that tracks online buzz - on blogs, message boards and other social media - about the top 30 prime-time network programs, reports ClickZ. The firm will deliver a monthly report that, inter alia, ranks the shows' buzz level, assigning them a "TV Buzz Rating" in an "engagement index." The service will provide various other metrics and is intended to help TV execs and advertisers.

Initiative Media is the first agency client for the service, which it will use to help develop its own PropheSEE buzz research product.

The service is also intended to "provide a deeper understanding of how early technology adopters are responding to new forms of distribution, including the video iPod, and content delivered via mobile devices," according to executive advisor to BuzzMetrics Ron Schneier, who is general manager at Nielsen Ventures.

BuzzMetrics was recently acquired by Trendum, in which Nielsen Media Research and ACNielsen parent VNU is a minority investor.