Research and insight: interview of Veronica Pottinen, all3media international

World TV updates - September 2017
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Can you tell us about your recent successes?

Insight is a relatively new department at all3media international, but in the last 18 months we have established ourselves very much at the heart of the company. In many ways, we act as a bridge between the distribution teams and the production companies that supply our content.

We work closely with the EMEA Sales teams in London as well as our international offices in APAC and the US, providing market intelligence and analysis that help identify new opportunities in Southeast Asia and close deals in Latin America.

This year is the 20th anniversary of the launch of Midsomer Murders, one of our most successful brands. In line with the restoration and celebration of this brand, we have assessed its level of international success and supported renewal negotiations in key territories.

As of the beginning of this year, we also offer research and insight to the producers in the all3media Group, which sets us apart from most other distributors. We all operate in such a competitive environment and it’s more important than ever to make smart production decisions. We are proud to work with some of the best programme makers in the world, and I’m thrilled that we’re able to provide them with audience data and actionable insights that help them do that.

What are your main projects and strategy outlines over the coming months?

It’s a very exciting time for us as a business and Insight will continue to be an integral part in the company’s growth and development over the next year. Our catalogue is rapidly expanding and it’s our job to stay close to the content and work at an early stage with our Acquisitions team to identify trends and opportunities. Feeding into the content strategy is and will continue to be one or our priorities.

We already have a range of new, exceptions, shows coming through particularly on the scripted sideand the Insight team will work closely with Sales to find the best homes for this content. In terms of renewals, we’ll continue to monitor the value of our programmes to broadcasters worldwide, ensuring that we fully maximise commercial opportunities.

We are about to launch a new audience research initiative which will really demonstrate how committed the company is to supporting our producers. I really look forward to leading the Insight team into a new phase where we’re part of the entire journey from production and development to commissioning and international distribution.

How does the information provided by Eurodata TV Worldwide help you in your work?

International audience data is invaluable for us to be able to track the performance of our programmes and we rely on Eurodata TV to supply us with TV-ratings from around the world.

We also subscribe to the NOTA service, which allows us to monitor content trends and new launches in key markets. This is a very useful and accessible tool for Insight as well as colleagues in Acquisitions and Sales. In addition to the regular NOTA-reports, the database helps paint a comprehensive picture of the international TV-landscape and where the content is going.

Eurodata TV’s alliance with TAPE Consultancy has added additional expertise to the tools and services provided and we look forward to working with both companies going forward.

Veronica Pottinen joined all3media in 2016 in the newly-created position of Head of Insight. In this role, she has been responsible for integrating research and insight into the company, working alongside Sales, Acquisitions and Production to guide strategies and maximise commercial opportunities worldwide.

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

p =

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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