Digital-i Hires BBC Researcher as MD

In the UK, media ratings provider Digital-i has appointed former BBC and Channel 4 researcher Claire Grimmond as Managing Director, replacing founder Ali Vahdati who has taken on the role of Chairman.

Formed in 2003, Taunton, Somerset-based Digital-i supplies broadcasters and production companies with ratings and reporting solutions, and as an official BARB bureau, the firm has an in-depth knowledge of worldwide TV ratings.

Grimmond (pictured) joins from the BBC, where since 2012, she had worked as a Broadcast Media Consultant, with responsibility for managing senior audience research teams for BBC TV and for delivering BARB-based reporting. Earlier, she worked at Channel 4, where she latterly served as Controller of Audience and Insight, responsible for all content, commercial and corporate research, and for pioneering new digital metrics to measure cross-platform audiences. She began her career at ITV franchisee Tyne Tees, and later Yorkshire TV, working in research for its media and airtime sales division. During her 25-year career, Grimmond has also served as a Board director at UK audience research body BARB.

At Digital-i, she is tasked with expanding the firm's roster of clients in the UK and overseas, and developing the range of services it offers. Under her leadership, the company plans to launch a new Analytics and Consultancy division, to help clients gain deeper insight into changes in the way viewing of TV content is measured and the new data currencies that are developing in response to the increased consumption of video-on-demand and over-the-top viewing via multiple screens and platforms.

Web site: www.digital-i.com .

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