Associate Director – Insights (Quantitative), Programming Strategy & Insights, Colors

Summary:

The incumbent will be responsible to work on quantitative research and data-led programming strategy for Colors across screens, enabling informed content, scheduling, and monetization decisions. The role acts as a strategic interface between Programming, Sales, and Business teams, translating complex audience data into actionable insights that drive viewership growth on TV & JioHotstar.

About the Role:

This role elevates quantitative research from a reporting function to a strategic programming leadership role. By owning viewership growth, stakeholder enablement, this role plays a critical role in strengthening Colors’ competitive positioning, improving monetization outcomes, and enabling smarter, faster content decisions in an increasingly fragmented viewing landscape.

Reporting to:

Senior Director - Programming Strategy & Insights (Content Strategy), Colors

Key Responsibilities: :
Programming Strategy & Viewership Growth

• Lead deep-dive analysis of BARC data, reach, ratings, market-level performance, and TG behaviour.

• Understand data from JioHotstar to drive viewership for brand Colors.

• Develop and recommend content, scheduling, and format strategies to strengthen NPT performance, including optimal use of library content.

• Provide data-backed recommendations for format continuity, extensions, and weekday/weekend strategies, including checkered FPC and slot-level optimisation.

• Support key programming decisions during show launches, slot changes, and content transitions using robust audience analysis.

• Provide insights on seasonality, festivities, external events and their impact on viewership patterns.

• Serve as a key contributor in weekly ratings and performance discussions, shaping short-term and long-term programming strategy.

Stakeholder Collaboration & Governance

• Work closely with Programming, Sales, Distribution, and Business teams to ensure alignment between data insights and execution.

• Support cross-functional decision-making through clear storytelling of data, risks, and opportunities.

• Maintain high ownership of insights delivery, ensuring accuracy, relevance, and timeliness in a fast-moving environment.

Advertising Yield & GRP Optimization

• Strategically optimize Ad GRP delivery through break structure, FCT allocation, and scheduling interventions without impacting viewer experience.

• Partner with Programming and Ad Sales teams to manage high-pressure periods (IPL, competitive launches) through PT spills, break optimisation, and inventory planning.

• Balance content performance and monetisation objectives to ensure sustainable yield growth

Tracking, Reporting & Knowledge Building

• Own regular reporting frameworks for viewership trends, GRP delivery, and programming impact.

• Conduct post-analysis reviews to assess effectiveness of programming and ad strategy interventions.

• Contribute to building best practices and repeatable analytical models for programming and yield optimization.

Skills & Attributes::
• Strong expertise in quantitative research, audience analytics, and data interpretation.

• Proven ability to translate data into clear strategic recommendations, not just reporting.

• High ownership mindset with strong problem-solving and decision-making skills.

• Excellent communication skills to influence senior stakeholders across functions.

• BARC data understanding is a plus

Experience & Qualification::
• 8–10 years of experience in Media Research, Programming Strategy, Broadcast Analytics, or Audience Insights.

• Bachelors/Postgraduate degree in Statistics, Economics, Mathematics, Data Analytics, Management, or a related quantitative discipline.

• Strong exposure to Hindi GECs and competitive programming environments.

• Hands-on experience working with Programming, Sales, and Distribution teams.

• Demonstrated success in driving measurable viewership or revenue impact through data-led initiatives.

About us:

Perched firmly at the nucleus of spellbinding content and innovative technology, JioStar is a leading global media & entertainment company that is reimagining the way audiences consume entertainment and sports. Its television network and streaming service together reach more than 750 million viewers every week, igniting the dreams and aspirations of hundreds of million people across geographies.