'Sanjeevan Bala’s role at Channel 4, working as head of data planning and analytics, has only been in existence for two years. But the exec has been set the rather daunting task of managing the broadcaster’s ‘transformation’, using data to deliver change in areas as broad as sales, CRM, commissioning and marketing.
In 2012, less than five per cent of 4oD viewing was done on mobile. Now just under 25 per cent is. Bala said that the organisation expects connected device viewing to grow to two-thirds by 2020. “For us as a business, we’ve gone from having a broadcast relationship with the viewer, a one-way relationship, to having a very direct relationship with our audience,” he said.
It is this increasingly multiscreen relationship, and product launches like cross-platform ‘pause and play’...'