Viacom role specific

Question 1

Support the Viewer Insight team in the analysis of its channel and programme brands across both linear (TV) and non-linear (Digital, VOD, Social) platforms

Answer 1

I use BARB data analyse channel group performance on Freesat to identify risks and opportunities financially, as we charge channels based on the share of viewing they command

I’ll also analyse trends in BARB homes, viewing duration to understand whats happening in the wider market and produce reports for the CEO and upper management - I recently did a detailed report looking at the impact on COVID as reported by the BARB figures

And then i’ll do more ad hoc analysis as requires - for example we noticed a small film channel suddenly pulling share of viewing more consistent with the C4 main channel this was a risk to us as this small channel may not have been able to pay. After some investigation I uncovered that this was due to the viewing of a sole heavily weighted Freesat panel member - our CEO was able to then show this analysis to BARB and we were able to get this panel member removed from the panel

I’ll also do this kind of analysis on TVBeat which receives data from our connected base so we can lots of viewing data across our linear and VOD content

Question 2

Develop a detailed understanding of ViacomCBS’s competitive marketplace and communicate this knowledge across the business

Answer 2

Understanding the market is a big part of what i do for many audiences

I contribute a lot of material to the Board documents outlining key marketing trends and their impact on Freesat - whether thats changing consumer behaviours such as COVID or a new competitor product launching - often find themes that fit with Freesat’s narrative

I’ll also provide short summaries for the whole company for say a big VOD player launch - i’ll sometime do this in written form, or at our weekly stand ups, or i may even turn it into a quiz

Question 3

Support in writing, analysing and debriefing primary research projects

Answer 3

I’m the main point of contact of research at Freesat, Liaising with representatives from across all departments to establish needs and requirements

I do quant questions for the omni - crafting quant questions for nat rep surveys to do regular tracking activities

I do qual research on an ad hoc base - working with agencies to build discussion guides for focus groups for example, i’ll liase internally to ensure these meet the needs of the business

I’ll manage the communication of the work internally to the appropriate audiences - for example i presented the key outcomes to the Board a few weeks ago while helps us build a case for Freesat’s long term vision

Question 4

Assisting in running any internal focus groups/regular surveys and researching wider behavioural/societal changes

Answer 4

i’ve sat in on focus groups and written discussion guides

I’m very well versed in writing good survey questions

Corona tracking at the beginning of it all

Question 5

To develop close and knowledgeable relationships with other departments and respond to regular ad-hoc requests from Finance, Programming, Marketing, Digital and Strategy team

Answer 5

Strategy is very much a support role so this is where i’ve delivered value

MI

research

Finance - all the barb shit

Tech - identify risk when changes are made

Marketing - research questions, understanding the content that resonates

Being in a small company means i’ve had alot of exposure to alot of teams and am very appreciative of their needs and priorities

Question 6

To assist in running all research information sources and databases

Answer 6

I do lots of KPI tracking - pulling data from a variety of sources inc our omnibus tracker, BARB figures, TVBeat, retailers

omni

I manage all of our third partly research partners from the contractual stage, having an input into budgets

Question 7

Participate in presentations and meetings, hosting and communicating where required

Answer 7

OFW, Team meetings, bringing in consultants and third parties, board meetings