MUMBAI: Media conglomerate Viacom has announced that Betsy Frank will be the executive VP, research and planning, Viacom’s Cable Networks, film and publishing.

Frank will report jointly to Viacom co-president and co-COO Tom Freston and MTV Networks president and CEO Judy McGrath.

Frank will work to support the company’s cable, film and publishing divisions' creative and business goals by developing original consumer research strategies. Viacom is looking to deepen its relationship with its audiences, reinforce best practices across its cable, film and publishing divisions and ensure that the consumer is at the heart of all strategic decision-making.

Freston added, "When it comes to getting inside the minds of consumers, Betsy is the best in the business. Betsy’s work here, over the last seven years, has been a huge factor in the phenomenal success of MTV Networks.

"And, at the heart of that, has been her ability to provide great consumer insights, knowledge and observations that have helped us craft our business and programming strategies and our moves into the digital world. It’s a great opportunity now to take Betsy’s expertise and share it with the other divisions in my portfolio."

Frank joined MTV Networks in 1997 as executive VP research and planning. During her tenure at MTVN, she built the company’s research departments into industry leaders through a proactive, strategic approach to consumer research. Her emphasis on planning, analysis, and integration has not only contributed to the recent record successes of MTV Networks, but has fostered new ways of understanding consumer tastes and trends industry-wide.

Over the years, she has produced research studies and analyses, including Leisure Time Study. This examines the consumers evolving media and entertainment habits. She also has been at the forefront of identifying and understanding the new, current generation of media consumers, the Media Actives, whose tastes and attitudes are having significant impact across the entertainment industry.

Her influence also extends to the press, as she has been vocal in championing the changing trends in television, most notably identifying the parity between broadcast and cable television in reaching specific audiences.