Q&A Interview with Alan Wurtzel, Research, NBCU

Between the stress on the Broadcast affiliate model and the need for standardized measurement across all platforms - television, internet and mobile - there has never been a greater time of change in the marketing and media Research field.

Alan Wurtzel, President of NBCU Research and Media Development, is on the forefront of these changes and is charged with the task of finding revenue-oriented solutions to these new, evolving challenges.

This interview encompasses a range of media issues from the broadcast vs the cable model, the decision to strip Jay Leno at 10p on NBC, past changes, future predictions and how Alan got to where he is today.

The videos are as follows and can be viewed below:

Title (Length in Minutes)
Background (3:22)
Broadcast TV (7:41)
360 Degree Measurement (5:21)
CIMM and CRE (5:10)
Predictions and Strategy (3:45)
Broadcast vs Cable Model (3:55)
Past Change (5:34)



Alan Wurtzel, President of Research and Media Development, NBCU discusses his background - how he got to where he is today and how the acquisition of cable networks impacted broadcast network NBC:




Alan Wurtzel, President of Research and Media Development, NBCU discusses what happened to broadcast and the decision of NBCU to air Jay Leno at 10p Monday through Friday:




Alan Wurtzel, President of Research and Media Development, NBCU discusses the need for 360 degree measurement and what NBCU is doing about it:




Alan Wurtzel, President of Research and Media Development, NBCU discusses CIMM and its relstionship to Nielsen's CRE (Council for Research Excellence):




Alan Wurtzel, President of Research and Media Development, NBCU discusses some of his predictions for the next five years and his current projects:



Alan Wurtzel, President of Research and Media Development, NBCU discusses the stress and changes to the broadcast model of revenue and how it can benefit from n evolution to the cable model:




Alan Wurtzel, President of Research and Media Development, NBCU discusses the most dramatic changes in the past five years and how it impacts NBCU's business model in this concluding video: