Gemstar-TV Guide, Nielsen to Mine IPG Data

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Gemstar-TV Guide International Inc. and Nielsen Media Research said Monday that they will join forces to collect data on how consumers use interactive programming guides and the impact of IPGs on television-viewing behavior.

Gemstar-TV Guide will supply Nielsen with 500 set-tops equipped with its TV Guide On Screen IPG. Nielsen will then install the boxes in 300 U.S. households that were recent participants in its “Meter” studies and that do not currently have IPGs.

In addition to supplying the set-tops, Gemstar-TV Guide will provide customer-service support to the participating households and will collect, process and supply data to Nielsen. Nielsen will audit the data-collection and processing system and reports generated from click-stream data.

“This important study will give both TV Guide and Nielsen vital information that will help the television industry -- distributors, programmers and advertisers -- understand the impact of IPGs on television viewing and the differences in tuning behavior once an IPG is introduced in the home,” TV Guide Television Advertising Sales senior vice president Bill Rosolie said in a prepared statement.

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