NEWS7 April 2015

Grimmond joins Digital-i

News People UK

UK — Ex-controller of audience and insight at Channel 4, Claire Grimmond, has joined media research company Digital-i as managing director.

Grimmond joins from the BBC, where she had been working as a broadcast media consultant since 2012. Under Grimmond’s leadership, Digital-i plans to launch a new analytics and consultancy division, focused on helping clients to gain insight into changes in how the viewing of TV content is measured, as well as new data currencies that have emerged as a result of viewing on demand, multi-screen and multi-platform viewing.

“In mature media markets like the UK, audiences now expect to be able to view their favourite TV shows whenever and, increasingly, wherever they want on a range of devices,” said Grimmond. “With rapid technological change leading to equally rapid changes in consumer behaviour, being able to gain high-quality audience insight from the mass of available data is absolutely essential to the successful functioning of any company involved in production or distribution of video content.”