By: Cheryl Smith
November 29, 2006

On the heels of calls for the boycotting of media outlets, because of racist remarks made to a group of African American men, Nielsen Media Research VP Cheryl Pearson-McNeil and the Rev. Jesse Jackson met in Dallas with clergy and community groups to discuss the power of African American viewers. Earlier in the day, Rev. Jackson appeared on the Steve Harvey Show talking about his meeting with comedian Michael Richards who apologized on Mr. Jackson's radio show for his racist rant during a recent performance at West Holly-wood's Laugh Factory.

Aired on 105.7 in the Metroplex, Steve Harvey dedicated his entire show to a discussion about the word-nigger-and what African Americans should do in response to racist attacks or acts.

In addition to calling the men "niggers", Mr. Richards made other disparaging comments that in viewing a tape of the performance, appears to upset many in attendance that night.

Mr. Richards later appeared on the David Letterman Show offering apologies, but that appearance seemed to add fuel to the fire as even his own peers condemned his actions.

"Wait until I see him," said Academy Award-winner Jamie Foxx during a televised interview.

Others said Mr. Richards should have taken his apology to the "Black community."

The comedian hired a public relations expert and next he appeared on the Rev. Jackson's popular weekly radio show. And the civil rights leader listened but also, true to form, held the comedian accountable, saying he was "embarrassed because he got caught on tape."

Callers jammed phone lines, some saying that Mr. Richards, who played Kramer on the hit comedy show Seinfeld, should feel pain from his actions.

Boycotting the recently released Seinfeld DVDs and any shows featuring the comedian were just a few of the suggestions callers offered.

Ms. McNeil pointed out that Nielsen's Local People Meters record "viewing behavior in real time" and that information is very important.

"There is power in the numbers," said Ms. McNeil, expressing the relevance of the Nielsen ratings. "Seinfeld, although in reruns, is still rated. Programmers and advertisers know what you are watching. You need to understand your power and understand that the information gathered from our research is analyzed every single day."

Referring to Rev. Jack-son's efforts to heighten awareness and address the many issues relevant to African American communities across the country, Ms. McNeil, who is the Vice President of Communications and Community Affairs said that Nielsen has also "supported the community."

The two are not strangers to the area. Rev. Jackson was in town earlier this summer to talk about the Rainbow Coalition and to encourage Dallas to become more involved. And that was part of Ms. McNeil's message to the group as she urged them to spread the word about the importance of participating if they are called upon to be a "Nielsen Family."

"If you get a call, please say 'yes," she urged.

During an earlier visit to Dallas, Ms. McNeil met with the media to share information about the Local People Meters and to discuss some of the barriers Nielsen faces as they attempt to place meters in ethnic communities. At that time she said there would be a minimum of 600 homes, in the Dallas-Fort Worth market, receiving the electronic monitors. She also talked about some of the challenges as these random families are chosen and expected to commit to a maximum of two years participation.

Of the 600 families, she reported on Tuesday that while the area is 18.1 percent Hispanic, 19% have been sampled.

In the African American community, with a 13 percent population, 13 percent of the 600 homes have LPMs. The numbers are slightly lower in the Asian community where the population is 4.2 percent but the homes monitored are at 2.2 percent.

"We are working on bringing up the numbers," she said regarding the Asian population, citing cultural issues as a reason many won't allow the monitors in their homes.

She also further stressed the significance of the ratings by talking about the economic impact, which is a subject near and dear to Rev. Jackson and Dr. Frederick D. Haynes III, who hosted the gathering.

Prior to introducing Rev. Jackson, Rev. Haynes, who is the pastor of Dallas' Friendship-West Baptist Church talked about issues facing African Americans. "From New York to Los Angeles, Black folk are catching hell," he said. "We're getting shot up (referring to the recent shootings of a Black male in New York and the 92-year-old grandmother in Atlanta) or called out of our name."

Rev. Jackson, who talked about the strong presence of advocacy that is needed in Dallas, also reiterated the importance of being "connected", informed and vocal.

Others in attendance included community activists Edna Pemberton, Joyce Ann Brown and Curtis Wilbert, Pastors Sheron Patterson, Earl Potts and David Ferrell, Dr. Wright Lassiter, NBC 5's Nada Ruddock, businessman Robert Pitre, 97.9's Rickey Smiley, PAX-TV's Ester Davis and several other members of the clergy.