GfK Renames Entertainment Subsidiary

GfK announced on Friday that its media control GfK INTERNATIONAL GmbH subsidiary will operate under the brand name of GfK Entertainment, with immediate effect.

GfK and media control founded joint venture 'media control GfK International' in Baden-Baden in 2003, and the German giant bought the remaining shares a year ago. The newly named firm offers clients market information on books, games, videos and cinema attendance, and will expand its product range to reflect the profusion of new digital distribution channels and the 'evolution of communication through Social Media'. The company processes around 1.6 billion dealer sales reports a year and features around 40 million products in its catalogue.

Dr. Mathias Giloth (pictured), Managing Director responsible for the division, comments: 'We want to turn 'big data' into 'smart data'. The new name GfK Entertainment reflects the expanded product range to our customers and distinguishes our business from all other market participants.' Gfk says the change also 'brings clarity in an ongoing dispute' with the former shareholder.

Web site: www.gfk-entertainment.com .