FYI 03.21.07

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The Nielsen Co., formerly VNU, is releasing a new measurement tool for the product-placement industry. Called Place Values, the tool will enable advertisers to look at the performance of specific placements and analyze brand recognition, attitudes toward a brand and purchase intent. According to the release, Place Values provides the ability to see whether a verbal mention of the brand might enhance the placement and "what the effect might be if their brand were placed on a show with greater audience loyalty." | Onetime web phenom Lonelygirl15 makes its foray into product integration with the inclusion of Icebreakers Sours Gum. In a coming episode, Lonelygirl (aka "Bree") teases another character while she chews the gum. The creators, who were eager to embark upon this form of monetizing online videos, said the product had to be a "natural" fit. | Entertainment Weekly has once again partnered with VH1 for game show "The 2007 World Series of Pop Culture." Sixteen teams of potential pop-culture gurus will face off for a chance to be crowned the champion and win up to $250,000. "The 2007 World Series of Pop Culture" was produced by Michael Davies, executive producer of "Who Wants to Be a Millionaire."
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