Kimberlyn Fong

Cutting the Cord: An Evolving Story of TV Ratings

Viacom is a leading global entertainment company with iconic brands such as Nickelodeon, MTV, Comedy Central, as well as 160 networks around the world. As a research intern at TV Land, my daily tasks centered around answering 3 important questions: Who are our viewers? What are they watching and when are they tuning in? With emerging technologies such as Hulu, Netflix, and online streaming websites that are creating new ways to access programs, the field of TV research is in a state of transition. TV researchers are re-evaluating ways to measure consumption as viewers start to cut the cords from conventional cable services. Research, although mainly quantitative, involves a storytelling approach towards data analysis. Researchers use this method to advise programming executives, thereby affecting the content that airs on TV.