Schulman has been hired to the role for her media research experience and will be working with agency account teams to help marketers understand the essence of consumer experience and fan cultures in three distinct areas – brands, media technologies and content.

She will have direct oversight of TVB’s research department and its development of industry research, including the conceptualisation of large initiatives and new hypotheses demonstrating the effectiveness of broadcast television advertising and stations’ local market media solutions.

She will also work with TVB’s business development team in providing strategic analysis of category and brand segments and related consumer insights, and serve on research committees including those of The Nielsen Company, the Media Rating Council and the NAB’s Committee on Local Television Audience Measurement.

“One of the TVB’s highest priorities is to provide our customers (advertisers and agencies) with the tools and resources, including credible, fact-based research and insights on consumer behavior, integral to the development and implementation of local media marketing solutions. These findings and insights aide our customers with their media purchasing decisions by quantifying the value of local broadcast television as an influential advertising medium,” commented Steve Lanzano, President of the TVB.