MarketCast Names Isabel Navarro and Joel Alcarez Recipients of UCLA's Joseph Helfgot Scholarship

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Annual scholarship awarded to UCLA students concentrating in the Social Sciences whose academic studies have practical applications in some field of popular culture

Today MarketCast named Isabel Navarro and Joel Alcaraz the latest recipients of the annual Joseph Helfgot Memorial Scholarship, established at UCLA upon Dr. Helfgot’s death in 2010.

Dr. Helfgot left academia in the mid-1980’s to start the entertainment research firm MarketCast, and enjoyed a long and illustrious career surrounded by clients and colleagues who enjoyed his spirit, intelligence, and passion for movies. This annual scholarship is administered jointly by the Helfgot family and MarketCast. It is available to UCLA students who are concentrating in the social sciences (Sociology, Anthropology, or Psychology) and demonstrate how their academic studies could have practical applications in some field of popular culture, whether movies, TV, or music.

Navarro is a sophomore majoring in Linguistics and Psychology who will arrive at UCLA in the Fall from Pasadena City College, where she was Valedictory speaker and graduated Summa Cum Laude. She is currently enrolled in the French Immersion Program at the American University of Paris, and intends to pursue a career in linguistics with the primary goal of helping kids with language-based learning disabilities. Alcaraz, a junior in the Anthropology department, is the director of Film Programming at the Campus Events Commission and has career aspirations in film and entertainment.

This year’s selection committee included Karen Hermelin, EVP of Strategy and Research at Paramount Pictures, and MarketCast’s Greg Ferland and Bart Story.

“We are so pleased to award the scholarship each year to those deserving applicants who not only embody Joseph’s appreciation for learning and his passion for popular culture, but have a bit of Joseph’s intoxicating spark as well,” said Ferland, a Managing Director at MarketCast. “We saw a record number of amazing applicants this year, but Isabel and Joel were simply exceptional, and we couldn’t choose just one.”

Past recipients from 2011 and 2012 are entering their Junior and Senior years at UCLA and have received continuing grants from the Scholarship. The first Helfgot Scholars, Anaheed Heydari and Jocelyn Meza, graduated UCLA in 2012 and are pursuing advanced degrees in the social sciences.

About MarketCast

Based in Los Angeles, with a presence in New York, Boston, and London, MarketCast is a leading provider of marketing research services for the global entertainment industry. Through a variety of consulting services backed by rigorously scientific quantitative and qualitative research methods, MarketCast works in collaboration with marketers and researchers across the spectrum of entertainment companies in the development and execution of their marketing strategies, from early concept exploration through ancillary distribution windows. Products and services are available throughout the major release territories in the Americas, Europe and Asia, as well as emerging markets, and include materials testing (trailers, TV spots, print ads, etc.), concept and positioning studies, exit polls, recruited audience screenings, tracking studies, and focus groups, as well as a host of ad-hoc, custom offerings including brand/franchise studies, title tests, post-release studies, and attitudes and usage studies. In June 2012, MarketCast was acquired by Shamrock Capital Growth Fund III, a private equity fund focused exclusively on media, entertainment and communication investments and managed by Shamrock Capital Advisors.

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Jonathan Bing

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