Ten Grady graduate students interested in media research and five Grady faculty members attended "Ratings and Cents," a program developed for the group by Grady Grad Jason Boyd. The program gave the participants a snapshot of the various media research activities going on at Turner on a daily basis.
After a welcome from Jason (Project Manager, Strategic Research and Audience Analysis), an overview of the program was provided by Nancy Lucas, Corporate Vice President, Strategy & Marketing Research.
The rest of the morning was spent with several Turner research teams as they presented the case for a fictional new cable network. The group discussed all of the research that would go into launching such a network. The example was so realistic, that it had us all wondering whether or not the proposed network was real or just a fictional brand as we were told. Presenters included: Felicia Hamilton, Sr. Director-CNN Audience and Marketing Research; Greg Gajus, VP-Entertainment Programming Research; Katie Larkin, Sr. VP, Entertainment & Sports Ad Sales Research & Strategy; Tom Cattapan, Director, Digital Research & Analytics; and Jocelyn McDowell, Sr. Director, Digital and Marketing Research for Turner Entertainment & Turner Sports.
After lunch, Grady attendees toured CNN Studios and the CCLC Focus Research Facility. We were also treated to a panel discussion titled, "How Research Shapes Our Strategic Thinking," moderated by Jason Boyd. Panelists included: Scot Safon, Executive VP/Chief Marketing Officer-CNN Worldwide; Jeff Carr, VP President of Programming-TBS; and Mallom Liggon, Marketing Manager-Turner Sports.
The day was fun, informative and our hosts were extraordinarily gracious. Thank you Jason!
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