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NBC research center under construction at Venetian shops

Tuesday, Aug. 6, 2002 | 10:53 a.m.

Las Vegas-based MRCGroup Research Institute, a research and opinion polling company serving the entertainment industry, today said it will operate a research center for the NBC television network currently under construction at The Venetian's Grand Canal Shops.

The research center is scheduled to be open in November.

"Las Vegas is the go-to city in America to receive precise and accurate data for new TV pilots, films, movie tralers and concept testing," said James T. Medick, CEO of MRCGroup.

A large portion of NBC's new shows and promos will be tested at the center, said Alan Wurtzel, NBC's president of research and media development. Nielsen Entertainment will provide its Reel Research program that includes dials, touch screen monitors, real-time reporting and survey development.

The research center will have a similar concept to CBS Television City in the MGM Grand's Studio Walk. CBS Television City opened in 2001 and conducts screening of CBS pilots and shows already in production to gauge audience reactions. It also uses Nielsen's Reel Research program.

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