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China TV Joint Venture for Nielsen
Nielsen has formed a joint venture with China Cable Union Data Services (CCData) to pioneer the delivery of new and more detailed insight on China's growing digital TV market.
The new company will be called Nielsen-CCData and will work with digital cable operators, media owners, content providers, ad agencies and advertisers to provide the first ever Chinese digital TV-specific consumer insight. It will examine and report on TV consumption through advanced measurement techniques including large-scale deployment of set-top box measurement.
CCData was started by researchers from the Communication University of China (CUC), who in collaboration with others have produced their own technology suite to measure digital TV, including data monitoring and the processing of massive data sets. Nielsen is providing its engineering, technology and operations, as well as research and digital media measurement expertise to further strengthen the company's existing offering to the Chinese market.
Mitch Barns, President of Nielsen Greater China says: 'Nielsen-CCData will help marketers and media companies who are looking to take full advantage of the possibilities of this new digital environment. Nielsen-CCData is a perfect example of integrating global expertise and local insights and will surely result in new value and growth for our clients.'
Web site: www.nielsen.com .
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