Telemundo Names Consumer Research Leader
Spanish-language broadcast network Telemundo has appointed Lia Silkworth as Senior Vice President of Insights and Consumer Development, in charge of the Programming and Consumer Research departments.
Telemundo produces and distributes Spanish-language content across its multiplatform portfolio to US Hispanics. Silkworth (pictured) joins from media giant Starcom Mediavest Group (SMG), where she latterly served as EVP, Managing Director. Prior to that role, she was VP Media Director at GMPlanworks (SMG's dedicated General Motors buying and planning unit), and Associate Media Director at Starcom.
In her new role, Silkworth will use qual and quant data to provide guidance on brand performance, multi-platform viewing and other business areas. In addition, she will be charged with the development of research strategies to advance the long-range business vision and strategy of NBCUniversal Telemundo Enterprises.
Silkworth will report to Luis Silberwasser, President of Telemundo Network and NBC UNIVERSO cable channel, who comments: 'Lia's deep knowledge of the Hispanic media industry, as well as her established track record of utilizing data and insights to drive strategy and innovation, will be vital as we continue to evolve our content, consumer and commercial strategies'.
Web site: www.telemundo.com .