GEMSTAR-TV, NIELSEN SIGN DEAL.Byline: Jesse Hiestand Staff Writer PASADENA - With interactive TV still in its infancy, Gemstar-TV Guide International Gemstar-TV Guide International, Inc. is a media company that licenses interactive program guide technology to multichannel operators, such as cable and satellite television providers, and consumer electronics manufacturers, video recorder scheduling code under brands such as VCR Inc. announced Wednesday a partnership with the leading audience research firm to study new methods of advertising. Pasadena-based Gemstar said it will work with Nielsen Media Research Inc. to develop research tools based on information gathered from Gemstar's TV Guide Interactive and GUIDE Plus+ program guides. ``We are extremely pleased to partner with Nielsen Media Research in this endeavor to measure the exciting opportunities that interactivity can bring to television viewing,'' Henry C. Yuen Henry Che-Chuen Yuen (Chinese: 袁子春; born 7 April, 1948, in Shanghai, China) is a founder and former CEO of Gemstar-TV Guide International. He has a PhD in applied mathematics from Caltech. , chairman and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Gemstar-TV Guide, said in a statement. By working with Nielsen, Gemstar wants to show advertisers the effectiveness of its interactive program guides, which help people select, view and record programs, said Peter C. Boylan III, Gemstar's co-president and co-chief operating officer. John A. Dimling, Nielsen's president and chief executive, said he hoped to develop new audience measurement systems for interactive TV systems - where viewers' control goes far beyond changing channels - whether delivered by broadcast, cable or satellite. Details of the companies' plans were not released. UBS UBS Union Bank of Switzerland UBS United Bible Societies UBS United Blood Services UBS United Buying Service UBS Used Bookstore UBS University Business Services UBS Universal Building Society (UK) UBS Ulaanbaatar Broadcasting System Warburg cable TV analyst Tom Eagan said the announcement was likely related to Gemstar's plans to begin developing original programming. The company is also active in settling technical standards and has more than 160 U.S.-issued patents in for audio-visual technology and several hundred pending. ``What they're trying to do is create a measurement system for a new kind of advertising,'' Eagan said. ``We're at the beginning stages of interactivity and we don't quite know how it's going to play out.'' Gemstar originated the VCR VCR: see videocassette recorder. VCR in full videocassette recorder Electromechanical device that records, stores on a videotape cassette, and plays back on a TV set recorded images and sound. Plus+ system and operates interactive program guides that reach about 10 million users through digital cable and specially equipped televisions. It separately operates the TV Guide magazine and channel. Nielsen Media Research, a subsidiary of Dutch publisher VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User N.V., measures television viewership in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and Canada. |
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