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Nielsen is using the 2010 World Cup in South Africa as the launching pad for its newest service, which uses BlackBerry devices as mobile diaries. For four weeks, Nielsen will use BlackBerrys to track the media behaviors of a panel of 440 people 16 and older in Johannesburg, Durban, Pretoria and Cape Town, the four key tournament cities of the World Cup.
The service, called Life360, is the new media equivalent of what used to be called a telephone coincidental.
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