Managet - Strategic planning and research

Key Responsibilities:

Audience Research & Performance Analytics

Analyze viewership using BARC (YUMI), TAM NCT, TAM Adex, and similar tools.

Track performance metrics like GRPs, Reach, TSV, ATS, Channel Share, Genre Rank.

Provide weekly/monthly dashboards, custom reports, and post-campaign evaluations.

Content Strategy & Programming Support

Recommend optimal time bands, content formats, and special programming strategies based on historical data and competitive benchmarking.

Identify emerging audience trends in breaking news, prime time, weekend programming, and event coverage (elections, festivals, sports).

Collaborate with editorial teams to evaluate new show pilots and reformat underperforming slots.

Sales & Monetization Strategy

Support the ad sales team with audience insights, category performance reports, and pitch decks for agencies and advertisers.

Create advertiser ROI analyses using BARC data, frequency impact models, and campaign tracking.

Recommend branded content formats and native advertising opportunities aligned with viewer interest and advertiser needs.

Distribution Strategy Support

Analyze distribution footprints and viewership patterns across cable, DTH, HITS, and free dish platforms.

Identify underperforming geographies and recommend distribution enhancement plans in key Hindi-speaking markets (HSMs).

Share region-wise reach and retention insights to optimize placement (LCNs) and negotiate better positions with MSOs and DPOs.

Monitor impact of distribution changes on ratings and share in local markets.

Coordinate with the Distribution and Affiliate team to align BARC reach metrics with actual distribution data for ROI mapping.

Cross-Functional Collaboration

Work closely with Programming, Sales, Distribution, Marketing, and Digital teams to ensure data alignment and goal-oriented execution.

Present key findings in strategy meetings, weekly discussions, and business reviews.

Required Qualifications:

Education: Graduate/Postgraduate in Mass Communication, Statistics, Economics, Marketing, or similar fields.

Experience: 5-10 years in TV media research, preferably in the news broadcast industry.

Skills & Tools Expertise

Deep knowledge of BARC (YUMI), TAM NCT, TAM Adex, and data handling tools.

Advanced Excel skills (macros, pivot tables, statistical formulas).

Familiarity with PowerPoint, Tableau, Power BI, or equivalent for visual reporting.

Understanding of metrics like ATS, TSV, Affinity, FPC mapping, and LCN performance.

Strong verbal and written communication skills in Hindi and English.