Shanghai Media, Nielsen in deal to measure media

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Chinese broadcast and entertainment giant the Shanghai Media Group and the Nielsen Co. have agreed to work together to measure outdoor media, the Internet and new-media technology (HR 3/30).

SMG president Li Ruigang and Nielsen CEO David Calhoun signed a memorandum of understanding in Shanghai to formalize the partnership that aims to provide, for instance, reliable data about China's 123 million Internet users and 460 million mobile phone subscribers — a group larger than the U.S. population and greater than China's number of television households.

The partnership, announced Thursday, echoes an agreement the companies signed in January 2005 to work on database development and marketing.

Nielsen's lead media research company, A.C. Nielsen — best known worldwide for its television ratings system — has a broad business in China selling detailed data about consumer behavior across all media.

Nielsen is the parent company of The Hollywood Reporter.
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