Sanjeevan Bala, Head of Data Planning & Analytics from Channel 4, is a big believer in using data to innovate the broadcast business model.
Bala spoke at the Big Data for Media conference on May 8 in London, sponsored by World Newsmedia Network and Reuters Institute for the Study of Journalism, saying Channel 4 has millions of registered viewers, which they have connected to their viewing history on C4.com. This allows the company to segment viewers into groups, so that they can offer personalized emails and suggest tailored content recommendations and serve relevant advertising and gain revenues.
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