NEWS24 August 2011

Channel 4 hunts new head of audience research

People UK

UK— Channel 4 is looking to appoint a new head of audience research and insight following the departure this week of Claire Grimmond, an 18-year veteran of the broadcaster.

She joined Channel 4 as research manager in 1993. Her replacement will be responsible for all audience and content research activities and will provide continuous feedback and insight to support the scheduling, commissioning and marketing of the channel.

Grimmond’s departure comes as new director of audience technologies and insights Gill Whitehead (pictured) gets the green light for a multi-million pound investment in a viewer database to collate and analyse audience behaviours and preferences.

Supporting the so-called “viewer engagement strategy” is a new head of data planning and analytics, Sanjeevan Bala, ex-ClearCell and Dunnhumby. Digital marketing head Steve Forde has been promoted to head of viewer relationship management while Sue Gray moves to the new role of head of advertising research and development.

Whitehead joined Channel 4 in 2008 as head of strategy before moving up to her new board-level role in January. She said: “With further investment now green lit, Channel 4’s work on delivering our ambitions around viewer engagement can move to the next level.”