EDI boosts Bates, Borys

Exec will o'see growth domestically, abroad

There’s a changing of the guard atop box office tracker Nielsen EDI.

Tonya Bates, previously general manager at homevid tracker Nielsen VideoScan, was named prexy of the B.O. tracker Tuesday, with longtime Nielsen EDI head Tom Borys appointed to head a new film operations unit. EDI and VideoScan are both owned by Dutch media group VNU, and Borys will supervise efforts to integrate the B.O. tracker further into the corporate landscape at VNU and its Nielsen Entertainment division.

Bates will be responsible for growing EDI domestically and abroad.

“Tonya assumes leadership of Nielsen EDI at a key juncture,” Nielsen Entertainment chief Andrew Wing said. “The emphasis on supporting our partnerships with distribution and exhibition has never been greater, and that need is expanding to markets around the world.”

As chief operating officer of EDI’s film operation, Borys will be charged with improving operating efficiencies and finding “new and better ways to serve our clients through the use of data warehousing, wireless and Web-based interfaces and streamlined processes,” Wing said.

Operations and technology groups of EDI, data-software service Nielsen ReelResearch and film tracker Nielsen NRG will report to Borys under his new brief.

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