NEWS7 April 2016

MTV hires Weir to strategic insights role

Media News North America People

US — Laurel Weir has been named MTV’s senior vice president of strategic insights and research. 

According to a story published in entertainment trade magazine Variety, Weir will lead all research activities and oversee consumer insights, trend forecasting and multi-platform measurement. This will be used to inform development, programming and marketing, as well as other activities. 

Weir joins Viacom’s MTV from the Viacom Kids and Family Group, where she most recently served as senior vice president of strategic insights and research, overseeing research for networks such as TV Land, CMT and Nick At Nite.

"Laurel is a passionate, endlessly curious strategist with a powerful ability to identify white spaces and drill to the core of what an audience wants and why," said Tanya Giles, executive vice president, strategic insights and research for the Viacom Music and Entertainment Group. 

"We're excited for MTV to gain the benefit of her insight and leadership as the network ramps up its slate of music and pop culture original programming."