Can Media Research Rescue Television?
Special Four-Part Interview: NBC Universal's Research Innovation Head Channels The Modern Media Consumer In Uncertain Times
'There was a time when owning a television network was like printing money,' recalls Horst Stipp, senior vice president of strategic insights and innovation at NBC Universal.
The days of one-stop shopping are long gone. An explosion of channels; time-shift viewing via DVRs; the Internet; mobility; new devices; ubiquitous connectivity' The media landscape is radically, rapidly changing, and so is the media consumer.
Media research is changing, too: It is more complicated, more sophisticated and more important than ever.
Enter NBC's research innovation team, whose mission sounds deceptively simple: keep pace with change.
In this special four-part interview installment of 'The Research Insider,' the man responsible for helping a network ' and perhaps even an industry ' navigate flux shares his approach to continuous transition in the face of disruptive innovation.
Tune in for a new episode every day!
Horst Stipp will present 'New Insights on Today's Media Consumer' in two parts at The Market Research Event with Dan Zigmond of Google TV ' first on Monday, November 8th and again on a separate, but related component, on Wednesday the 10th.
For more information, please visit http://www.iirusa.com/research/event-home.xml