JioStar
Associate Director – Insights (Quantitative), Programming Strategy & Insights, Colors
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The Associate Director will lead quantitative research to inform programming strategy and drive viewership growth for Colors, collaborating across teams for actionable insights.
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:
- 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.
- 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.
- 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
- 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.
Programming Strategy & Viewership Growth
Stakeholder Collaboration & Governance
Advertising Yield & GRP Optimization
Tracking, Reporting & Knowledge Building
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.
Top Skills
Analytical Models
Barc Data
Jiohotstar
JioStar Thāne, Mahārāshtra, IND Office
Reliance Corporate IT Park LTD, Build.5, 1st Floor, C-Wi, 5, Thāne, Maharashtra , India, 400701
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