Commentary

Q&A With Current's Theresa Pepe

How does a youth-oriented network like Current TV create a sales position when it's not currently measured by Nielsen? For an answer to that question -- and others -- Charlene Weisler interviewed Theresa Pepe, the company's vice president of research.  Pape has rich experience in television, starting in production and then returning to school to concentrate in media research. She has also worked for the History Channel. 

Here is an excerpt from the interview:

Charlene Weisler: Theresa, what do you think is the most dramatic change in the industry in the past five years?

Theresa Pepe: I think the proliferation of the different technologies is the most dramatic change. Five years ago I might have said "commercial ratings" and "second by second" from a data perspective  -- but the more I think about it, the more I think that it is technology: what is available to everyone as far as viewing television and as far as using the Internet. It's amazing when you think about how many people are in tune and in touch in ways that they have never been before. So I would say that technology is the biggest change.

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CW: Current TV appears to be taking the most advantage of this new trend. Can you talk a little bit about what you are doing?

TP: Sure. We use crowd-sourcing ideas about bringing content to the television station and to the Web site. And we do call-outs to people in the public and to independent producers or even just lay people who go out and address an issue and help load it on to our Web site. We have producers who look at it and help them to get it broadcast ready and then we air it on the network. So I think that kind of social media aspect about Current TV is probably one of the great ways that we take advantage of the changes in the media landscape now. I think that the people who are really plugged in are the ones who are going to be moving the messages, helping the advertisers and helping to bring more people to the channel.

CW: Current, because of its distribution and because of its niche audience, probably has challenges in being measured by Nielsen, because the Nielsen sample may not be large enough. How do you overcome that? Are there other steps you are taking to make sure you're getting accurate measurement for your network?

TP: We are looking at different streams of data right now, trying to understand what are the nuances and what are the benefits. But I really feel that clearer customizable types of research are important. As I said, I don't think the measurement industry is ready for a network like this that has such a connection between the internet and what is happening on-air. Hopefully the holy grail that everybody's seeking (in terms of) of convergence, engagement and participation is something that we could lead the industry in discovering. I think that it's a work in progress for us. 

CW: Theresa, is there anything that you would like to add?

TP: I just wanted to talk about the unique position that we are in (at Current). We are definitely a unique product. I like to say that we are the next generation of media. And we have a really great linear presence as well and a super strong off-platform presence. Again, the holy grail is how do we measure that, how do we talk about that, with all of the prehistoric recruiting methods and sampling biases. It's really tough for a lot of the newer networks to have a stake in the ground because of the limits in the current measurement now. I think it will be an interesting journey for us.

Links to the four interview videos, which cover subjects including Pepe's views on the changing television landscape, set-top-box data and how Current TV is on the cutting edge of research, can be found at http://weislermedia.blogspot.com/search?q=pepe

2 comments about " Q&A With Current's Theresa Pepe".
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  1. John Grono from GAP Research, October 1, 2009 at 9:40 a.m.

    As everyone knows (or should know) for ANY research to report on smaller and smaller entities in a defined universe, then the sample size needs to increase exponentially.

    The great irony is that the entities that want to be reported and need these massively larger sample sizes are the least able to afford to pay for them.

    This is not a Nielsen problem - it is a statistical reality.

    Clearly the money is not available, hence the need to develop other methods that the coalition body recently formed are looking at. My belief is that a hybrid of return-path data for smaller cable channels to establish the quantum of traffic, overlaid with panel-based channel demographic information is the way to go ... the hybrid method.

  2. Charlene Weisler from Writer, Media Consultant: WeislerMedia.blogspot.com, October 20, 2009 at 2:47 p.m.

    Hi John,
    By return path data are you saying set top box data? I think that is the way but it will be have to be accepted by the agencies before it becomes a viable measurement tool.

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