Former AOL and MTV executive Bob Pittman and former 20th Century Fox executive Strauss Zelnick announced Thursday that they would buy OTX, a market research firm, from IFILM. ZelnickMedia's
acquisition is the first in market research for the three-year-old company. OTX, which is also three years old, specializes in consumer brand and entertainment industry market research and is a leader
in the application of online testing. Its clients include film studios and packaged goods manufacturers. OTX conducts creative testing, tracking, screenings and virtual exit polling. For marketers,
OTX conducts online testing of television commercials, packaging and brand identity.
