Nielsen Analytics Consultant Goes It Alone

Former Nielsen Analytics SVP - General Manager Larry Gerbrandt has left to set up a new consultancy with partner Seth Shapiro. The firm will offer research and analysis in media and entertainment, with an emphasis on the movement of traditional media to digital.

Their new business, Media Valuation Partners (MVP), is headquartered in Beverley Hills and specializes in appraisal, fair market value, strategic research, market analytics, strategic consulting and market forecasting services with an emphasis on media, entertainment, cable, broadcasting, motion picture, home video, TV programming and emerging technologies.

Between them, the founders have more than 50 years of experience in launching, operating and analyzing assets in the media and entertainment sectors. Gerbrandt joins with around 30 years media and entertainment research and publishing experience, having most recently worked for Nielsen where he conducted primary research on consumer adoption of new media platforms, and before this for media research organisation Kagan World Media as Senior Analyst and SVP.

In addition to his role at MVP, two-time Emmy Award winner Shapiro is SVP Strategy of The Opportunity Management Company and sits on the Advisory Boards of OVP Venture Partners and the IP Media Conference. Previously as Head of Production for DIRECTV's Advanced Services Group, he managed more than 20 service launches.

The new firm is online at www.mediavaluationpartners.com .