Assistant Manager - Programming Strategy & Insights ( TV vertical)

Job Description:

Title: Assistant Manager – Programming Strategy & Insights- Channel: Sony SAB Department: Research & Programming Strategy Reports To: Manager / Senior Manager – Strategy & Insights Location: Mumbai

Role Overview We are seeking a dynamic, analytical, and insight-driven Assistant Manager – Programming Strategy & Insights to join the Research & Strategy team at Sony SAB. This role is critical in shaping data-informed decision-making across Programming and Marketing by blending quantitative research with qualitative insights. As the key connector between the quantitative research team, qualitative insights function, and the programming strategy vertical, you will synthesize data into clear, actionable insights and create strategic narratives for senior management, content creators, and marketing teams.

Key Responsibilities 1. Quantitative Analysis Analyze audience data using BARC, internal analytics tools, and industry-standard measurement platforms. Interpret complex data sets to identify performance patterns across genres, time bands, demographics, and broadcast/digital platforms. Create dashboards, weekly performance summaries, and deep-dive analyses to guide programming decisions.

2. Insight Generation Integrate quantitative metrics with qualitative inputs (focus groups, consumer feedback, social listening, viewer behavior studies). Build a holistic 360° perspective of audience needs, content preferences, and consumption behaviours. Identify emerging trends, competitive shifts, and whitespace opportunities to support content development and scheduling strategy.

3. Strategy & Narrative Building Develop compelling insight decks for senior management, programming, and marketing teams. Convert raw data into clear strategic frameworks and story-driven presentations. Support content positioning, acquisition planning, and launch strategy with data-backed insights.

4. Cross-Functional Collaboration Work closely with Programming, Marketing, Consumer Insights, Qualitative Research, and Digital Strategy teams to ensure strategic alignment. Act as the primary point of contact for quantitative insights within the Research & Strategy ecosystem. Support key business reviews, content pitches, and channel strategy discussions with timely analysis.

Educational Background • Bachelor's or Master’s degree in Statistics, Data Science, Media Studies, Business Analytics, or related fields.

Experience 5–8 years of experience in media, entertainment, broadcast, or audience research. Strong hands-on experience with BARC software and television/digital measurement tools.

Technical & Analytical Skills Advanced proficiency in BARC, Excel, Power BI, or similar analytics tools. Strong ability to translate data into visual insights using PowerPoint, Tableau, or other visualization platforms. High competency in identifying patterns, trends, and analytical insights.

Soft Skills Excellent communication and storytelling abilities. Strong attention to detail, structured thinking, and problem-solving orientation. Collaborative mindset, comfortable working with diverse and cross-functional teams. Ability to deliver under tight timelines in a fast-paced environment.

Preferred Qualifications Experience in broadcast television, streaming platforms, or content strategy environments. Exposure to qualitative research methods and ability to blend them with quantitative frameworks. Prior experience supporting content, programming, or creative teams in dynamic organizations.

Why Join Us? Be part of a core strategic team influencing programming and marketing decisions for a leading entertainment brand. Work at the intersection of data, storytelling, and creativity. Collaborate with senior leadership and creative talent shaping the future of Indian entertainment. Opportunity to impact high-visibility content strategies and contribute to the channel’s growth narrative.