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Sumi Barry
SVP, Consumer and Market Intelligence at NBC Entertainment


Sumithra (Sumi) Barry is responsible for all of the network's primary research for all NBC Entertainment programming and marketing.

Previously, as Director of Program Research NBC Entertainment, Barry was in charge of managing research for primetime series, on-air-promotion, long-form programming and specials. She also developed ideas to improve NBCU's program-testing methodologies. In addition, Barry coordinated with program development and current programming departments to provide insight into the collective television audience and worked with On-Air Promotion to enhance research strategies.

Before coming to NBCU, Barry worked at the Disney Channel as a Senior Research Analyst from February 1998-April 2000 (when she joined NBCU). While at Disney Channel, she provided audience analysis to the program development and scheduling departments and managed the weekly ratings analysis and other custom reports.

From December 1994-March 1997, Barry was a Market Research Executive for Astro Television in Kuala Lumpur, Malaysia. While there, she designed primary research to support program content and scheduling during the company's startup phase. Likewise, Barry also developed audience-tracking measures for programs and managed pricing and packaging in program sales.

Barry's first professional experience was at Advance Tutorial Center (also in Kuala Lumpur) from December 1993-September 1994 where she served as a Marketing Executive. Her job included overseeing print advertising for the law school and monitoring feedback about the general student population.

Barry, who is a native of Malaysia in Southeast Asia, graduated with a bachelor of marketing degree from the University of Wollongong in New South Wales, Australia. She also majored in psychology there. She currently lives in Burbank with her husband, Jonathan Barry.

Agenda Sessions

  • Live Segments: Shaping Your Creative Development Using Real-Time Signals from Your Key Audiences