Nielsen Business Media forms Entertainment Group

MUMBAI: Nielsen Business Media has created a new Entertainment Group that brings together the company’s entertainment brands into one unit.

Award-winning media industry veteran Gerry Byrne, who has been named senior vice president, Entertainment Group for Nielsen Business Media, will lead the new division beginning 1 March. Byrne will be based in New York and will report to Nielsen Business Media president Greg Farrar.

Previously, the company’s entertainment properties existed under two separate market groups — (1) Film & Performing Arts and (2) Music & Literary. The creation of the Entertainment Group is another step in Nielsen Business Media’s integration strategy.

The new division sets in place a unified editorial approach across entertainment properties to provide audiences with the most inclusive, in-depth access to news, data, analysis and insights on every aspect of the industry. In addition, the strategy offers advertisers in the film, television, music, theatre and literary industries enhanced, integrated opportunities to connect with their target customers across all of Nielsen’s entertainment media platforms.

John Kilcullen, who has served as senior vice president of the company’s Film & Performing Arts and Music & Literary groups since October 2006, will leave the company at the beginning of March to pursue his passion as an entrepreneur.

"Over the past several years, the entertainment industry has changed. It no longer operates in a segmented way, but approaches the business as a whole regardless of the platform or medium. To be successful, our ability to evolve with the industry and meet the needs of our audiences is critical. That means having a unified go-to-market strategy for our entertainment assets domestically and internationally. The Entertainment Group allows us to better serve our clients, be more nimble and responsive in the marketplace and heighten our competitive advantage," said Farrar.

He added, "Gerry has led such a distinguished career and has already been a key member of our team. His outstanding accomplishments have made a tremendous impact on the media and publishing industries and we are fortunate to have Gerry lead this new division. I’m also extremely thankful to John, an entrepreneur whose mission was to put in place a strong foundation to grow these brands. As John moves on to his next challenge, I’m confident that Gerry will help further our position at Nielsen Business Media as a leader in entertainment, while defining the very future of our business."

"Forming a single entertainment unit and strategic vision allows us to maximize our efforts across all platforms. It provides us with broader and more cohesive insight into what our clients need and helps us to better coordinate our approach toward the growing market and revenue opportunities. Going forward, our entertainment brands will work much more closely together to pursue new opportunities across the division and throughout The Nielsen Company. I’m looking forward to working with Greg and the team to strategically meet the challenges and seize the opportunities that await us with creativity and innovation," said Byrne.

In his new role, Byrne has responsibility for the global entertainment, music and literary publishing enterprises across digital, print and face-to-face platforms. Brands in the portfolio include Billboard, The Hollywood Reporter, Back Stage, Kirkus Reviews, The Bookseller, Film Journal International, and the film industry expositions ShoWest, ShowEast, Cinema Expo International and CineAsia Exposition. Byrne will drive the strategic direction of the group and guide the brand leaders to create integrated opportunities and use data assets exclusive to Nielsen to engage audiences and clients.

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