Assistant Manager - Consumer Insights & Programming Strategy

Location: Mumbai

Purpose

India's young and rapidly evolving population presents a unique opportunity to shape content and programming decisions that truly reflect audience preferences, and to ensure that our programming & content strategy understands, and genuinely represents, this audience.

The Assistant

Manager – Consumer Insights & Programming Strategy will be part of a central strategy & research practice within the CEO's Office and will be responsible for shaping strategy & insights for senior stakeholders as, ensuring that the voice of the consumer is represented in programming, content, and marketing decisions across TV and digital platforms through robust qualitative and quantitative research. Working across multiple departments, including channel-level insights teams and programming teams, the role will translate audience understanding into actionable recommendations that support content ideation, greenlighting, marketing, content strategy, audience growth, and business performance,

Key Responsibilities

Central Team’s Strategy Practice

- Be part of the central strategy & research practice in the CEO's Office, working with multiple departments, to help the network understand and cater to different audiences
- Work with channel-level insights teams as well as various other verticals to align research approaches, share learnings, and build a consistent, network-wide view of audiences across TV and digital to aid the leadership’s strategy and research understanding
- Support content ideation, greenlighting, and marketing decisions by bringing a central, audience-led perspective to a range of stakeholders.

Consumer Insights & Audience Understanding

- Design and execute qualitative and quantitative research studies to understand audience behaviours, motivations, content preferences, and consumption patterns.
- Develop audience personas, segmentations, and viewing behaviour frameworks that can be used across channels and platforms.
- Track emerging cultural, entertainment, and digital trends among audiences.
- Act as the consumer advocate in programming and content discussions by bringing audience perspectives into decision-making

Research & Analytics

- Conduct end-to-end research projects, including:
- Focus Group Discussions (FGDs)
- In-depth Interviews (IDIs)
- Consumer immersions
- Quantitative surveys
- Audience tracking studies

- Analyse consumer, market, and audience data to generate meaningful insights.




- Support the development of forecasting models and audience insight frameworks.
- Integrate primary research findings with viewership, platform, and digital engagement metrics.
- Synthesize qualitative and quantitative findings into clear business recommendations.

Programming, Content & Marketing Strategy

- Partner with Programming, Content, Digital, and Marketing teams, as well as other internal insights teams, to evaluate audience opportunities and emerging consumption trends
- Identify shifts in viewer preferences and recommend actions to strengthen audience engagement.
- Support content ideation, greenlighting, programming, scheduling, content positioning, and marketing decisions through audience-led insights.
- Contribute to the development of long-term audience and content strategies for the network.

Stakeholder Engagement

- Present findings and recommendations to a range of internal stakeholders, including channel, programming, and marketing teams and the CEO's Office, in a clear and compelling manner.
- Translate complex data into concise insights for business decision-making.
- Collaborate with cross-functional teams and multiple departments to ensure consumer insights are embedded in strategic planning.

Experience

- 1-3 years of experience in:
- Consumer Insights
- Audience Research
- Market Research
- Media Analytics
- Entertainment Research
- OTT, Broadcast, or Digital Media

Education

- Bachelor’s degree in Economics, Media Studies, Psychology, Sociology, Statistics, Business, Communications, or related disciplines.
- Postgraduate qualification preferred but not mandatory.

Functional Skills

- Understanding of qualitative and quantitative research methodologies.
- Experience in survey design and consumer research.
- Ability to analyze and interpret data to generate actionable insights.
- Experience in audience segmentation and consumer profiling.
- Proficiency in MS Excel and PowerPoint.
- Strong storytelling and presentation skills.

Key Competencies

- Consumer-first mindset.
- Analytical and critical thinking.
- Curiosity about media, entertainment, and cultural trends.
- Ability to connect consumer behaviour with business outcomes.




- Strong communication and stakeholder-management skills.
- Ability to influence and work across multiple departments and stakeholders, driving outcomes
- Collaborative and proactive approach to problem-solving.

Why join us?

Sony Pictures Networks India Private Limited (SPNI) (formerly known as Culver Max Entertainment Private Limited) is an indirect wholly owned subsidiary of Sony Group Corporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 29 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels - Sony Entertainment Television

• Sony SAB and Sony PAL

• Marathi General Entertainment Channel - Sony Marathi

• Bangla General Entertainment Channel - Sony AATH

• Hindi Movie Channels - Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans - Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5

• Kids Entertainment Channel - Sony YAY!

• English Movie Channel - Sony PIX

• Factual Entertainment Channel - Sony BBC Earth

• Free Ad-Supported Streaming Television (QUICK) channel in the US and Canada – Sony KAL

• Digital entertainment OTT platform - Sony LIV and the independent production venture for original content and IPs for TV and digital media - Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries.

Recognized as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.

SPNI is in its 31st year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.

For more information, log onto www.sonypicturesnetworks.com

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📌 Assistant Manager - Consumer Insights & Programming Strategy (Mumbai)
🏢 Sony Pictures
📍 Mumbai