Job Title: Manager/Assistant Manager - Distribution Planning & Insights (Mumbai)

POSITION CONTEXT

This role is part of the Distribution Planning & Insights team in Distribution department at SPNI. This role will help drive long term strategies for linear TV subscription business revenue by understanding consumer behavior, creating insights based on commercial awareness, analysing viewership trends of sports events/shows and providing support on new tariff order pricing strategy for establishing better monetization opportunities. The position assumes a high significance because of the fragmented and fast changing nature of the industry thereby requiring good understanding of the business and industry and bringing much greater focus in establishing scalable and efficient processes which can aid achievement of organizational objectives.

POSITION SPECIFICATION

Education

Master’s in Business Administration/Post Graduate

Experience

5+ years of experience

POSITION INTERLINKAGES

WITHIN THE ORGANIZATION

OUTSIDE THE ORGANIZATION

• Central Insights team
• Channel Research team
• Distribution Sales Team
• Distribution Operations team
• Distribution & Channel Marketing teams
• IT Team

• BARC
• Market research agencies (eg. Neilson, Chrome, MRUC)

TECHNICAL COMPETENCIES

BEHAVIORAL COMPETENCIES

• Understanding the business, industry and regulations
• Understanding of BARC ratings.
• Understanding of the BARC software
• Knowledge of all policies, SOPs and guidelines
• Understanding of consumer behavior
• Proficiency in MS Office tools – Excel and Powerpoint
• Process Mapping Skills
• Hypothesis testing

• Strong Quantitative and Analytical ability
• Impactful communication and presentation skills
• Listening skills
• Problem solving
• Eye for detail
• Structured thinking
• Planning and execution excellence
• Adaptability to change
• Collaboration skills
• Inquisitive approach

AREAS OF RESPONSIBILITY

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 AREA

KEY ACTIVITIES

KEY METRICS

1

Inputs to MRP Pricing

• - Provide inputs on channels GRP, reach and Time Spent for MRP model on a regular basis
• - Discuss channel priority markets with channel research teams; identify markets with key potential of growth
• - Prepare a ready reckoner on SPN and Competition prices within each genre
• - Map prices with channel penetration/ reach to understand consumer price sensitivity for the channel/ genre
• - Track competition RIO and highlight changes in Pricing, Bouquet constructs and incentive schemes
• - Analyse incentive schemes for competition and highlight key parameters used for pushing bouquet penetration
• - Build models on revenue impact if competition incentive schemes are applied to SPN Channels

• Distribution Revenue
• EBIT
• Subscriber base

2

MSR Analysis for Revenue Optimization

• - Analyse MSRs on various operator parameters such as subscriber base movement, Universe movement, Market expansion
• - Analyse MSRs on channel and revenue parameters such as subscriber base movement, Channel penetration, Bouquet wise revenue movement, Genre wise revenue movement, Zone wise revenue movement and region wise preference etc.
• - Share MSR analysis findings with ground including discrepancies (E.g.: Zone wise universe not provided, wrong number reporting in MSR)
• - Track HD viewership movements across DTH players and MSO operators. Calibrate the same with HD Universe
• - Exclusive tracking of Sports channels and mapping it against key sporting events

• Quality of data collected and insights generated

3

Channel Research Analysis

• - Address channel queries on major distribution changes that directly impacts channel reach
• - Help improve packaging of channels on ground and address the impact/ gain due to packaging/ LCN changes
• - Identify key markets for each channels and highlight keys pop strata gaps that directly impacts reach of channel
• - Provide inputs on marketing for channel teams basis analysis of marketing product impact on ratings
• Analyse viewership of sports events/shows/world television premieres in detail across markets & target groups.
• - Analyse impact of switch -off of key networks on all genres
• -  Analyse and predicting impact of landing/default page for SPN Channels vis-à-vis competition channels

• Quality of data collected and insights generated
• Impact of actionable insights on revenue

4

Weekly Ratings preparation and Analysis

• · Publish weekly SPN channel ratings vis-à-vis competition to all the relevant stakeholders, along with key rating movements and other highlights during the week. Any major deviation and anomaly to be checked and Root cause analysis to be done with inputs from channel team (Content changes) and monitoring team (Ground changes)
• - Any abnormal growth for competition channels to be analysed by market, pop strata, Age group, gender and socio economic class wise to identify the parameters contributing in such gains
• - Channel queries to be anticipated for abnormal gain or fall for SPN and competition channels and proactively shared with all stakeholders
• - Coordinate with BARC SPOC for all queries pertaining to BARC data anomaly and get it rectified
• -  Inputs from monitoring team and other ground sources to be consolidated beforehand to assess the future impact on ratings

• Timely publishing of data
• Instant pointers highlighting major changes in ratings
• Quality of inputs provided

5

DPO Packs analysis

• - Analyse packs of major DPOs to identify gaps to push SPN channels across DPO packs, basis DPOs contribution to viewership  (Ratings) data in respective market to maximize reach.
• - For each price point suggest at least 2 DPO packs one with "Highest market share" (Viewership wise) and other with "Highest price to market share ratio"
• - Prepare revenue models basis old Vs suggestive pack and highlight the revenue gain to respective stakeholders.

• Timely report of comparison of prices of SPN channels vis-à-vis competition
• Quality of inputs provided to DPO on MSO pack constructs

6

BARC and other Data base maintenance

• - Regular update the BARC database for Ratings, Time spent per viewer , individual reach and Household reach for SPN and competetion channels in central repository on weekly basis to ensure data availability 24X7 and to mitigate system downtime risk
• - Act as a SPOC across organisation (E.g.: FPA, Finance, consumer insight etc.) for all multiple channel data requirements
• - Other databases such as : DPO pack data, Market wise ARPU data etc. needs to be regularly updated to  facilitate decision making  and to provide real time solutions for  various business problems
• - Modify data templates from time to time to ensure comprehensive coverage and to capture all business aspects

• Timely maintenance of BARC database
• Usage of data for decision making

7

Consumer Research and management requirement

• - Basis viewership gaps identify primary research projects. Prepare questionnaire for research, conduct primary research with help of outside agencies and  prepare detail report on the same
• - Prepare and present consumer research outcomes to key stakeholders. Ensure periodic tracking of gaps identified during consumer research and highlighting of the same
• - Fulfil ad-hoc requirements raised by Management, Distribution and Channel teams through data analysis and ground intelligence
•  - Build hypothesis and provide solution through inferences backed by data to validate initiators’ requirement
• - Provide strategic inputs based on consumer insights, competitor evaluation and dynamic environment to help create effective sales pitch documents

• Usage of insights driven from consumer research in decision making

8

System development and improvement

• - Dashboards to be prepared combining available databases to provide holistic  business insights
• - Regular review of existing processes to optimize process efficiency and curtail redundancy
• - Understanding of subscriber management system functionality and its reports to derive inferences and corelating the same with viewership data
• - Continuous evaluation of the system and process to improve its effectiveness and find ways to improve as well as automate the same

• Robustness of the system

9

Industry Report Analysis for Media and Entertainment

• - Track media industry dynamics and reports through trust worthy sources on all relevant secondary data. Validate such data with business logic and share highlights
• -  Analysis of quarterly and Annual Report of DPOs, competition and media industry stakeholders (Including TRAI quarterly reports)
• - New channel launches, genre changes, channel shutting down etc. to be proactively shared with all the stakeholders

• Usage of Industry data points in decision making

10

Self-Development

• - Conduct training programs with in function and vertical for new changes in viewership measurement parameters and other technological changes
• - Upscale business understanding and execution to act as a back up for team member in his absence to ensure business continuity