Tag Archives: Sundance Channel

What You Can Learn from Big Data

Photo by Kevin Morris via Unsplash

“In God we trust. All others must bring data.” – W. Edwards Deming, statistician, professor, author, lecturer, and consultant

Understanding how to use big data is a top priority in every industry. With all of the mystery and complexity surrounding big data, many people are confused about what big data is and what it isn’t. 

In “7 Myths About Big Data Dispelled” by David Zaleski, he says “it’s time to dispel some glaring misconceptions about this form of measurement.” 

In the meantime, learn more about big data during the Media Insights & Engagement Conference Feb. 1-3 in Fort Lauderdale, Florida. Here are three presentations you’ll want to check out: 

Vitaly Tsvin, SVP, Business Intelligence, AMC Networks, and Melanie Schneider, VP, Research, AMC & Sundance, presents “Locate, Engage and Get Viewers to Tune in Through Data Integration.” You’ll discover the process of using different data sources and science to successfully target audience segments. 

- Amy Carney, President, Advertiser Sales, Strategy & Research, Sony Pictures Television, presents “Good Data Doesn’t Have an Asterisk: Data to Insights.” Hear how Sony consolidated ratings, syndicated data, primary research and input from creative teams to better understand viewership drivers in the U.S. and on a global scale.

Julya Fridman, VP, Distribution and MultiPlatform Analytics, A+E Networks, presents “Big Data, Big Insights.” Case studies will illustrate how audience-based data helps track tuning behavior across platforms.

Register today!

Join our network and stay connected all year long:
- twitter.com/@_MediaFusion
- linkedin.com/Media Insights & Engagement
- facebook.com/Media Insights & Engagement

Session descriptions are from the Media Insights & Engagement Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Live from #TMRE13: Curious + Connected = Curve Surfers: Sundance Channel Audience

Daniel Marcu, VP, Research and Insights and Monica Valenti Bloom, Senior Vice President, Marketing, at the Sundance Channel spoke today at the Market Research Event about how in four fast years the brand has changed.

What they knew about the audience was that they were affluent, creatives, intelligent, optimists but then Sundance changed their programming adding more ads and movies so they began studying their potential audience. They didn’t want to be perceived as artsy and boring.

 (Photo: Wikipedia)

People want content now more than ever regardless of screen. They began studying who there audience was and who were they missing.

They began doing deep viewing studies and competitive intelligence.

Non viewers were unfamiliar with the brand and over all outside of the films most people were unfamiliar with the channel. Yet most people thought highly of the Sundance brand.

What they found was that space was wide open and rich with opportunity to build exciting, intelligent and provocative programming. The relationship between the core audience and expansion was referred to as Curve Surfers both curious and connected TV viewers who influenced one another.

The key was to find common areas of overlapping interests: unpredictable, off beat, independent, cutting edge, daring, provocative programming.

This year they invested heavily in critical dramas like The Return and Red Road, Restless… They also have their unscripted shows. It’s not just storytelling but how the story is told.

Their core audience likes to discover so the marketing teams use Reddit and social media to allow the audience to engage and share.


  Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.