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Asian-Pacific Americans to Advise Nielsen
Nielsen Media Research has created an Asian-Pacific American Advisory Council to advise the company on the best ways to reach Asian Pacific Americans (APAs), and to measure their TV viewing habits.
The Council consists of 11 community, civic and business leaders, as follows:- Jimmy D. Lee, Commissioner, White House Initiative on Asian Americans and Pacific Islanders (Co-Chair)
- Don Nakanishi, Director, Asian American Studies Center, University of California (Co-Chair)
- Tomas Consunji, Senior Director, Sales and Marketing, ABS-CBN International (The Filipino Channel)
- John Thai Dinh, Director of Programs, Little Saigon Television
- Alice Lee, Director of Marketing and Research, Channel 18, Los Angeles
- Karen Narasaki, President and Executive Director, Asian American Justice Center
- Michael Sherman, General Manager, KTSF TV
- Nita Song, President, IW Group
- Anil Srivatsa, EVP, Affiliate Sales and New Business Development, ImaginAsian Television
- Doua Thor, Executive Director, Southeast Asia Resource Action Center
- Jerry Wong, Information Services Specialist, US Census Bureau.
Nielsen estimates that APAs represent approximately 3.8% of all US television households, with much higher concentrations in large cities. In San Francisco, for example, the proportion is estimated as 19.6%.
The Asian American Advertising Federation (3AF), which serves as a community partner to Nielsen Media Research, has been advising the company on the growing strength of Asian American viewers and broadcasters in key markets throughout the US.
Jack Oken, General Manager of local services at Nielsen, says APAs are one of the fastest growing segments of the population. 'Nielsen continues to strive to be at the forefront of that change by being as culturally sensitive and relevant to our viewing households as possible. The support of this Council will greatly enhance our ability to more accurately measure the television viewing behaviour of Asian Pacific Americans.'
According to council member Anil Srivatsa: 'Immigrants, youth and young adults, and second-generation APAs have different and unique viewing habits, which Nielsen cannot ignore.' The Council met for the first time in New York on 15th November.
Nielsen Media Research is online at www.nielsenmedia.com.
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