MyTHR is putting a new twist on user-generated content.
Here’s how the new service works: Users of Nielsen Business Media’s newly revamped Hollywood Reporter Web site, THR.com, choose a research topic from a list. Then, researchers from Nielsen Co.’s new PreView service tap Nielsen’s numerous data assets to conduct original research on the topic.
The analysts hand over the data and their interpretations of the findings to editors and writers on The Hollywood Reporter’s integrated editorial team, who rely on their industry expertise and contacts to formulate answers to their audience’s most pressing concerns.
The result will be an article or series of articles presented online and/or in print. This process will be conducted monthly.
“Not only can we listen to what readers want to know but we also have the capacity—because we are owned by Nielsen—to deliver information that’s analytical, fact-based and original,” said Eric Mika, who joined The Hollywood Reporter in January 2007 as senior VP after six years at Reed Business Information’s Variety and this February was named publisher.
MyTHR exemplifies a new strategic vision for The Hollywood Reporter, as well as a new priority for Nielsen Co., Mika said, adding that Chairman-CEO David Calhoun is leading a companywide effort to break down the walls between its business units to create a sum greater than its parts.
The Hollywood Reporter unveiled redesigns of its Web site and print publication in April, reflecting a major repositioning of the brand. “We recognize the fact that the entertainment industry has changed dramatically,” Mika said. “We’re reaching out to new readers in the technology industry—such as Google, Yahoo and AOL—as well as the equity and legal component of our industry and constituencies outside the United States in our global marketplace.”
Meanwhile, Nielsen PreView, which debuted in March, is a direct result of Calhoun’s vision of leveraging the assets of Nielsen Co. by bringing together components that previously operated in separate silos. PreView is a b2b research service that can draw upon any of Nielsen’s marketing and media information sources, which in the entertainment industry include Nielsen Entertainment, Nielsen IAG, Nielsen Media Research, Nielsen Mobile and Nielsen Online.
Ann Marie Dumais, senior VP of Nielsen PreView, explained that her definition of entertainment is “anything a consumer would consider entertainment-related,” whether that is music, movies, television, Internet entertainment or gaming.
With MyTHR, “all of us are working together with a mission to answer the business challenges of the entertainment industry,” Dumais said. “The research and the analysis we’re working with MyTHR to put together is organized and written in a way that benefits everybody. It allows everyone to work off the same page as they work to create solutions to shared problems.”