MAM
‘Every View Counts’ in Nielsen’s new ad campaign
MUMBAI: Nielsen Media Research in the US will launch a branding advertising campaign for ethnic groups this month.
The aim is to heighten awareness about who Nielsen is and how its TV reports accurately reflect the viewing habits of different kinds of people.
The campaign will focus on key media outlets in the Metropolitan Detroit area, along with other media markets across the US. Nielsen has partnered with Burrell, an African-American full service communications agency, to create and execute the campaign. The campaign includes print, radio, online and cinema advertising. It will target Asian, African-American, Arabic, and Hispanic consumers and opinion leaders.
The informational advertising campaign is also designed to inform multicultural audiences about Nielsen’s role in television ratings. As part of the campaign, Nielsen will roll out print ads featuring the faces of adults of various ages and ethnicities merged together, to illustrate the company’s inclusive research methods.
The print ad copy is translated in Chinese, Spanish and English for respective audiences and will run in ethnic weeklies in and national publications that reach ethnic opinion leaders.
The radio ads will run on top-rated African-American and Hispanic (Spanish and English language) stations. The campaign also includes on-screen advertising in multicultural movie theaters.
Nielsen Media Research president and CEO Susan D. Whiting said, “The success of our research depends upon our ability to accurately measure and represent all TV viewers. So we strive to make sure that every ethnic group is included in the TV ratings.
“We spent a great deal of time meeting with and listening to communities from around the country in 2004. We valued the input. While we’ve been actively working with various ethnic groups to ensure that our measurements fully and fairly represent all television
viewers, we felt we could do more to inform people about what we do. The advertising campaign will be initiated in conjunction with our ongoing community outreach initiatives.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
