Latest news with #5thDimension
Time of India
05-05-2025
- Business
- Time of India
Linear TV drives higher ad attentiveness than digital platforms: Study
Neuro-analytical studies commissioned by ZEE Entertainment—conducted in collaboration with leading neuroscience partners and analysed by 5th Dimension—have revealed that Linear TV delivers 115% higher ad attentiveness compared to user-generated content (UGC) and social media platforms. #Pahalgam Terrorist Attack Inside Operation Tupac: Pakistan's secret project to burn Kashmir Who is Asim Munir, the Zia-style general shaping Pakistan's faith-driven military revival 'Looking for partners, not preachers': India's strong message for EU amid LoC tensions The research also showed that advertisements on Linear TV generated over 15% greater consumer engagement than those on social platforms. Utilising its proprietary neuroimaging technology, 5th Dimension assessed viewers' neurological responses to advertising across various platforms. Key neuro-metrics evaluated included attention vs. distraction, engagement, enjoyment, and activation/purchase intent. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Crossout 2.0: Supercharged Crossout Play Now Undo Among the standout findings: ad comprehension was over 30% higher on Linear TV, indicating more effective cognitive processing. This enhanced understanding translated into an 18% increase in purchase intent when ads were viewed on Linear TV versus social platforms. The study highlights the multiplier effect of premium content delivered in a distraction-free, large-screen environment. Notably, while attention levels for UGC content on Connected TV surpassed those on mobile devices, Linear TV consistently delivered the highest attention scores overall. Live Events Commenting on the study, Rituparna Dasgupta, Executive Vice President – Network Research & Consumer Insights, ZEE Entertainment Enterprises Ltd. said, 'At ZEE, we have always believed in the unparalleled power of TV as a medium. The research by 5th Dimension commissioned by ZEE uniquely leverages neuroscience as a research technique to understand the relative impact of platforms as ad-viewing environments, and the findings further reinforce TV's leadership and unmatched potential to build brands and drive impactful consumer action. Linear TV continues to offer an unmatched immersive, distraction-free environment that enables brands to drive measurable impact, which further entrenches TV's position in the overall media mix.' Highlighting the findings of the study, Jairaj Jatar, Director, 5th Dimension Neuromarketing Research stated, 'This study unveils a comprehensive understanding of consumer behaviour across diverse content platforms by leveraging advanced neural analytics to capture real-time cognitive and emotional responses. The findings clearly underscore that Linear TV creates an environment decidedly more effective and compelling for advertisements, fostering more actionable 'connection' among viewers. Collaborating with ZEE on this endeavour has been instrumental in exploring the intricate interplay between consumer psychology and decision-making processes.' Aditya Shastri, Managing Partner, 5th Dimension Neuromarketing Research explained, 'At 5th Dimension Neuromarketing Research, we have pioneered a cutting-edge neuro-testing platform powered by advanced AI and machine learning, designed to decode audience response at scale. Our flexible tool empowers studios, media platforms and advertisers to evaluate creative impact and delivery, with transformative applications across education, retail and the broader media ecosystem.'
See - Sada Elbalad
25-02-2025
- Entertainment
- See - Sada Elbalad
Roberta Flack, Virtuoso Singer Behind "Killing Me Softly," Dies at 88
Yara Sameh Legendary pop/R&B vocalist Roberta Flack, who was launched to stardom in the early '70s with the Grammy-winning hits 'The First Time Ever I Saw Your Face' and 'Killing Me Softly With His Song,' has died. She was 88. 'We are heartbroken that the glorious Roberta Flack passed away this morning, February 24, 2025,' her rep said in a statement. 'She died peacefully surrounded by her family. Roberta broke boundaries and records. She was also a proud educator.' The classically trained singer-pianist only belatedly found fame when Clint Eastwood employed her 2-year-old version of 'The First Time Ever I Saw Your Face' in his 1971 directorial debut 'Play Misty for Me.' That No. 1 pop smash was succeeded by a second chart-topper, 1973's 'Killing Me Softly.' The performances were acknowledged in back-to-back years with Grammys as record of the year – a feat that wasn't duplicated until U2 captured the same award in 2001-02. She reached her peak with the 1974 pop and R&B smash 'Where Is the Love,' which claimed the apex of both charts. In all, Flack's supple, slow-burning style brought her six top-10 pop hits and 10 top-10 R&B singles, some of them in partnership with vocalist Donny Hathaway. Economically summarizing her appeal in 'The Rough Guide to Soul and R&B,' Peter Shapiro wrote, 'Urbane, genteel and jazzy, Roberta Flack was, in many ways, the perfect soul act of the early '70s. Her pretty, sensuous ballads appealed to the Burt Bacharach/5th Dimension crowd, while her shimmering keyboards and flawless diction made her the poster child of the penthouse soul crowd.' Though her chart eminence faded at the close of the '70s, Flack continued to record into the new millennium; her last album, the Beatles recital 'Let It Be Roberta,' was released in 2012. Born to a musical family in Black Mountain, N.C., Flack was inspired as a girl by the gospel work of Mahalia Jackson and Sam Cooke. He began studying piano at the age of 9; something of a musical prodigy, she entered Howard University in Washington, D.C., at 15 on a full scholarship. Her graduate work was cut short by her father's death, and she taught school in North Carolina and the District of Columbia. She also began work as a nightspot performer in D.C.; a fateful engagement at the club Mr. Henry's was attended by jazz pianist Les McCann, then a crossover star at Atlantic Records. McCann brought Flack to the attention of the label, which signed her in 1968. Released in 1969, her Joel Dorn-produced debut 'First Take' didn't catch fire. However, 'The First Time Ever I Saw Your Face' — a ballad composed by English folksinger Ewan MacColl and cut by the American folk-pop act the Kingston Trio in 1962 — supplied popular liftoff for Flack after Eastwood used it behind a love scene in his thriller 'Play Misty for Me.' Flack had already garnered a No. 8 R&B hit with her version of James Taylor's 'You've Got a Friend,' but 'The First Time' became a No. 1 pop ubiquity, and pushed 'First Take' to No. 1 for five weeks. In January 1973, it collected the record of the year Grammy. Almost simultaneously, 'Where Is the Love,' Flack's second pairing with the similarly subdued and sensuous soul singer Hathaway, reached No. 1 on the R&B chart and No. 5 on the pop list. The number was named best pop vocal performance by a duo or group at the '73 Grammys and pushed the LP 'Roberta Flack & Donny Hathaway' to No. 3 on the pop rolls. Flack reached the height of her popularity among both the public and her peers with 'Killing Me Softly.' Penned by Charles Fox and Norman Gimbel, the number was inspired by singer Lori Lieberman's reaction to a performance by pop folkie Don McLean. Lieberman's 1971 recording of the tune failed to chart, but Flack quickly recorded it after hearing it during an airline flight to New York. Produced by Dorn, Flack's lustrous version shot to No. 1 on the pop chart and No. 2 on the R&B charts in early 1973; the 'Killing Me Softly' album peaked at No. 3 and went double platinum. The song was named record of the year and best female pop vocal performance at the 1974 Grammys ceremony, and was inducted into the Grammy Hall of Fame in 1999. The Fugees' 1996 cover, featuring vocals by future Grammy winner Lauryn Hill, was also a No. 1 R&B hit. Flack continued to log chart hits through the '70s, topping herself with the double-barreled pop and R&B No. 1 single 'Feel Like Making Love' in 1974. She also notched another chart-topping pop single, 'The Closer I Get to You,' with Hathaway in 1978. However, that teaming was tragically sundered by Hathaway's suicide in January 1979; the duet 'Back Together Again,' issued posthumously in 1980, reached No. 8. Her subsequent pairing with vocalist Peabo Bryson yielded a No. 5 R&B single, 'Tonight, I Celebrate My Love,' in 1983. Flack's adult contemporary-oriented sound waned in popularity in the late '70s, as listeners increasingly gravitated to the harder sounds of funk, rap and hip-hop. Her final top-10 album, 'Blue Lights in the Basement' (No. 8), was issued in 1978. Her last major pop singles were the Burt Bacharach-penned movie theme 'Making Love' (No. 13, 1982) and 'Set the Night to Music,' a duet with reggae singer Maxi Priest (No. 6, 1991). Nominated a total of 13 times, she received her last Grammy nod in 1995, for best traditional pop vocal performance, for 'Roberta,' on which she essayed the standard songbook. Flack, who was divorced from Stephen Novosel in 1972, was predeceased by her son Bernard Wright, who died in 2022.
