There are four videos in this interview:
Title (Length in Minutes)
Role of Research (2:59)
Industry Trends (3:41)
Predictions (3:23)
Measurement (3:22)
CW: Theresa, what do
you think is the most dramatic change in the industry in the past five years?
TP:
I think the proliferation of the different technologies is the most dramatic
change. Five years ago I might have said “commercial ratings” and “second by
second” from a data perspective but the more I think about it, the more I think
that it is technology: What is available to everyone as far as viewing television
and as far as using the internet. It’s amazing when you think about how many
people are in tune and in touch in ways that they have never been before. So I
would say that technology is the biggest change.
CW: Current TV
appears to be taking the most advantage of this new trend. Can you talk a
little bit about what you are here?
TP:
Sure. We use crowd sourcing ideas about bringing content to the television
station and to the website. And we do call outs to people in the public and to
independent producers or even just lay people who go out and address an issue
and help load it on to our website. We have producers who look at it and help
them to get it broadcast ready and then we air it on the network. So I think
that kind of social media aspect about Current TV is probably one of the great
ways that we take advantage of the changes in the media landscape now. I think
that the people who are really plugged in are the ones who are going to be
moving the messages, helping the advertisers and helping to bring more people
to the channel.
Charlene Weisler interviews Theresa Pepe, VP Research Current TV, on how she started in the business, the role of research in a corporation today and how the landscape has changed:
CW:
Current, because of its distribution and
because of its niche audience probably has challenges measured by Nielsen
because the Nielsen sample may not be large enough. How do you overcome that
and are there other steps that you are taking to make sure that you are getting
accurate measurement for your network?
TP:
We are looking at different streams of data right now – trying to understand
what are the nuances and what are the benefits. But I really feel that clearer
customizable types of research are important. As I said, I don’t think the
measurement industry is ready for a network like this that has such a
connection between the internet and what is happening on air. Hopefully the
holy grail that everybody’s seeking (in terms of) of convergence, engagement and
participation is something that we could lead the industry in discovering. I
think that it’s a work in progress for us.
Charlene Weisler interviews Theresa Pepe, VP Research Current TV, on the most dramatic changes in the industry in the past 5 years and how Current TV is on the cutting edge of these changes:
Charlene Weisler interviews Theresa Pepe, VP Research Current TV, on her three predictions for the next five years:
In this concluding video, Charlene Weisler interviews Theresa Pepe, VP Research Current TV, on measurement and the future of set top box data:
CW: Theresa, is there
anything that you would like to add?
TP:
I just wanted to talk about the unique position that we are in (at Current). We
are definitely a unique product. I like to say that we are the next generation
of media. And we have a really great linear presence as well and a super strong
off-platform presence. Again, the holy grail is how do we measure that, how do
we talk about that, with all of the prehistoric recruiting methods and sampling
biases. It’s really tough for a lot of the newer networks to have a stake in
the ground because of the limits in the current measurement now. I think it
will be an interesting journey for us.
No comments:
Post a Comment