MUMBAI: Nielsen Media Research and the William C. Velasquez Institute (WCVI) in the US have announced the formation of a research alliance.

The aim is to significantly enhance Nielsen's ability to more successfully measure television viewing habits among Latinos in the US.

The agreement, the first of its kind in Nielsen's 54-year history of television ratings, establishes a hands-on research programme. An academic team of Latino social scientists will evaluate and make recommendations regarding all aspects of Nielsen's television audience measurement services.

The academic team will analyse system designs, sampling, recruitment and training. This activity will be coordinated through the joint effort of Nielsen Media Research and WCVI. Founded in 1985, WCVI is the research and policy arm of the Southwest Voter Registration Education Project (SVREP). SVREP is a non-partisan Latino voter participation organisation in the US.

Nielsen Media Research president and CEO Susan D. Whiting added, "Nielsen Media Research looks forward to building on this new strategic relationship with the William C. Velasquez Institute as well as with the SVREP. I am also confident that our hands-on work with these highly respected researchers will greatly enhance Nielsen's ability to more accurately measure the television viewing behavior of a highly diverse and rapidly growing Latino community."