MUMBAI: Nielsen Media Research has released Arianna, a software tool used to analyse ratings data in local markets in the US.

The software will enable local clients to go beyond the reporting capabilities of existing software, and move into the arena of desktop data analysis. The version of Arianna can analyse metered market overnight ratings data for a single market.

The product will first be rolled out to Local People Meter markets - the ten markets that are currently metered by this technology and the three markets scheduled for 2007. Arianna will then be rolled out to the set meter markets during the first quarter of the year. A version for agency, rep firm, national broadcast and cable clients which includes a multi-market report, will be released later this year.

Arianna is the AGB Nielsen Media Research proprietary analysis software tool that is used by Nielsen Media Research under license. The AGB Group and Nielsen Media Research International formed a joint venture in August 2005 to offer television ratings in 30 countries under the AGB Nielsen Media Research brand name.

It is through an agreement with the JV that Nielsen Media Research can market Arianna, which was initially developed by AGB and modified jointly by the JV and Nielsen Media Research for the US market. Arianna is currently in use in 30 countries across four continents.