Nielsen has bought SocialGuide, a startup that condenses TV-related Twitter buzz into a channel-based viewing guide. The company will now be blended into NM Incite, the Nielsen and McKinsey & Co. social media analysis joint venture. "The opportunity in social TV is too big to ignore and there is a need for standard metrics and research to uncover the effect of social TV on programming and advertising strategies," says NM Incite CEO Andrew Somosi.

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