Manager - Consumer Insights - Media/Internet/Online

Manager - Consumer Insights

Opening with Leading MNC (Corporate) in Kolkata

Department : Consumer Insights

About Role : Analyzing channel performance and providing inputs based on consumer.

Context & Role :

Analyzing channel performance and providing inputs based on consumer understanding on the following :

- Business Developing channel strategy - Identifying core TG, Setting Targets, Brand Strategy

- Content - Developing content strategy and show specific inputs.

- Communication - Developing communication strategy and communication specific inputs.

- Studying trends, markets, and specific TG's of shows.

- Handling commissioned research - qualitative or quantitative, dealing with research agencies

- Analyzing viewership trends and planning actionable inputs across programming and promotion

- Regular report on show health, character strength, awareness levels to aid marketing and programming team

Key Responsibilities :

FPC Planning :

- Planning Monthly and Annual FPC

- Promotional priority planning

- Planning Launch of shows and hence impact on Repeats and Transitions of FPC

- Planning- Scheduling based on Ratings objectives for Movies and Events

- Strategy-Breaks planning/ Strategy for Movies, Events and shows

- Strategy -Estimations of Competition ratings and Impact on weekly Schedule

- Strategy-Day-part, Time slots analysis, Duplication, Weekends planning, viewer migration

- Implementation of the FPC coordinating with Content Team, Marketing, Operations

Quantitative :

- TAM Analysis - Existing Shows/ New Show

- Competitive Tracking of weekly trends on Tam data

- Tam - Profile, Markets, Genre, Share probes

- Knowledge of Advantage is a plus

Qualitative :

- Working with central Insights Research Team for co-ordination of studies - Pre Launch Show Testing, Communication Testing, Positioning Testing & Consumer Connects

Feeding into Content Development, inputs to the Marketing on Research conducted

Knowledge And Skills :

- Experience in Media planning or research function of Television / Broadcasters

- Ability to understand and crunch TAM numbers for content and FPC planning

- Consumer insights and Research methodology knowledge preferable, but not a must

- Understanding and working knowledge of Bengali