Wider Role for MTV Research Guru

Viacom has promoted MTV researcher Betsy Frank to the newly created position of Executive VP, Research and Planning of Cable Networks, Film and Publishing. Frank will report jointly to Tom Freston, Co-President and Co-COO, Viacom Inc. and Judy McGrath, Chairman and CEO, MTV Networks.

Viacom aims to deepen its relationship with its audiences using original consumer research strategies to be developed by Frank and her team. Frank's experience of and talents in the field of consumer insight, developed over seven successful years at MTV, will be leveraged to improve insight practices in the Group's other divisions.

Frank joined MTV Networks in 1997 as Executive Vice President of Research and Planning and leaves a well-established team in place. Her work at MTV includes the well-referenced 'Leisure Time Study', a far-reaching examination of consumers' evolving media and entertainment habits, and development of the understanding of the new generation of media consumers or 'Media Actives'.

Frank held positions at the Bristol-Myers Company and Ted Bates & Company before joining Saatchi & Saatchi's in 1978 and rising to the post of Executive Vice President and Director of Strategic Media Resources for its media specialist arm, Zenith Media Services.

Viacom's web site is at www.viacom.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.