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The new technology replaces pen-and-paper method in which vieweras are asked to jot down whether they areseeingt “Ugly Betty” or the Food Network’s “Giada at Home.” The devicer records programs watched on every videpo viewing device, including television, DVDs, video gamew and digital video recorders. Nielse said its Local People Meted is easier to use than paper which require participants to remembefr what they watched and write it down on often at a later The rollout is a reaction to changinv mediaconsumption habits. Marketers have been looking for ways to captures viewing habits on DVRsand video-on-demand.
Nielsen officials say the nearly 600 homess in its research include a representative sample of African Americah andHispanic households. Columbia’s Inc. (NYSE: ARB) has facec criticism for not adequatelhy including enough minorities in its radiorecordingf device, known as the Portable Peoplde Meter. That led to the opening an inquiry on Monday to investigatethe “Arbitron welcomes the opportunity to bettefr educate all parties about our Portable Peoplw Meter service and its advantaged over the diary-based system,” the company said in a statement.
The FCC inquiru “will allow us to further explainb whya passive, electronic audience measurementf service is a valuable tool.” Baltimorer is the 26th largest television market with more than a milliobn television households.
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