The Blog Initiative , which is now live, will feature daily and weekly round-up reports and a retrospective overview on how the 1998 and 2002 tournaments compare in the global audience stakes.
Initiative says Blog Initiative will look at the latest technology in pitch perimeter advertising. Initiative's research tool ViewerTrack will be keeping tabs on demographic information relating to who is watching the matches and why.
Visitors will also be invited to post their own opinions, share first-hand experiences and cast votes in player and match polls. Initiative Germany's World Cup sponsor, Continental Tires, will host an interview about the product.
Kevin Alavy, senior analyst at Initiative Futures, said that while he was a passionate football fan he would be "restraining his emotions during the World Cup" in order to deliver objective analysis.
The blog will continue after the tournament and will host Initiative's magazine, latest research findings and user opinions relating to the worldwide media industry and Initiative clients' media business.
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