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Press release
Media and Entertainment|Technology|Media Measurement|GfK-MRI|United States|English

GfK MRI, Viacom to reveal drivers of “TVideo” viewing among key audiences

New York, NY, 01.02.2018

Conference session will help content creators tap into viewer “sweet spots,” unmet needs

At a time when TV and video content is growing exponentially, and opportunities for watching seem almost unlimited, what still drives viewer interest, engagement, and satisfaction?

At next week’s Media Insights and Engagement conference, “TVideo” experts from GfK MRI and Viacom will share their latest findings on viewer needs and motivations – and help programmers and other content creators leverage these insights to build loyal audiences.

The presentation -- “Mining for Gold: Using Attitudinal Data to Drive Programming Decisions” – takes place February 7th at 2PM.

To learn more about this presentation and GfK MRI’s Content Driver research, write to marketing(at)gfk.com.

GfK MRI’s Karen Ramspacher (SVP, Innovation & Insights) and Viacom’s Liane Pritikin (Senior Director, Content Innovation & Analytics) will draw on fresh research and analysis to show

• what drives people to view,
• what viewers get out of their “TVideo" watching, and
• what motivates these audiences in other areas of their lives.

Ramspacher will show how content creators can use GfK MRI syndicated data – covering over 500 shows and 70 motivations for watching -- to understand where their programming niche fits into the larger viewing “need-scape” of their targets’ lives. Pritikin will offer an example of this data in action, telling how a needs-based segmentation has helped Viacom identify new content white space areas.

Pritikin is Senior Director of Content Innovation and Analytics at Viacom Media Networks. She provides advanced analytics and audience insights for Viacom adult brands Comedy Central, BET, MTV, VH1, Paramount, CMT, and TV Land.  Prior to her current role with Viacom, she led Consumer Insights for Spike and Program Research for MTV. She also held positions at the TV Guide Network, E! Entertainment, and The Walt Disney Company.

Ramspacher has more than 20 years of experience as an account planner and researcher. Before joining GfK MRI, she held senior roles at NBC Universal, Oxygen Media, Fuse and Participant Media. At GfK MRI, she identifies and explores drivers to consumer behavior in the changing media landscape and beyond. Ramspacher is the director of GfK MRI’s Cord Evolution and TV Content Drivers research programs.