GfK Takes Controlling Stake in Genius Digital

GfK has increased its stake in UK-based Genius Digital, to become the TV viewer data specialist's majority shareholder. Terms of the deal were not disclosed.

Founded in 2012 and headquartered in Bath, Genius Digital offers software solutions to help operators gather, integrate and understand TV audience data. The firm's patented data collection software is used by media industry marketing, advertising, customer service and engineering departments to analyze and apply the information.

GfK first took a stake in the firm last September , giving its own clients access to Genius' technology. The latest investment will allow the global research group to enrich its audience measurement solutions and better meet the complex analysis needs of Pay-TV operators.

The deal stipulates that Genius Digital will not be integrated into GfK's brand and will continue to operate separately under its established name. CEO and co-founder Tom Weiss (pictured) comments: 'We are building significant momentum and this is a further step towards developing a truly end to end service for our customers, utilizing the complementary strengths and industry expertise of both companies.'

Web sites: www.gfk.com and www.geniusdigital.tv .