Viacom International Media Networks (VIMN), a division of Viacom Inc. (NASDAQ: VIAB, VIA), released the latest findings from its ongoing research into changing consumer behavior: ‘TV S.M.A.R.T’. Raffaele Annecchino, executive VP, South Europe, Middle East and Africa for VIMN, presented key findings from the report during a speech made at CABSAT 2014 this week.
Of the study Annecchino commented, “It’s no secret that the way consumers watch TV content is evolving and changing. Viacom’s latest study, TV S.M.A.R.T., our new research project that I will introduce to the MENA region during my presentation at CABSAT on Tuesday 11 March 2014, provides a deep understanding of how and why TV viewing is changing around the world.”
During the study we gained unprecedented access into the lives of viewers, getting an immersive and nuanced understanding of what drives their TV watching preferences, connecting with over 27,000 respondents in 32 countries. The result is that TV is still the king of media but needs to be SMART – social, mobile, accessible, relevant and tailored.
The TV S.M.A.R.T study is especially relevant in the Middle East, where almost half the population is aged between 9 – 30 years old, of which 77% have a social media account. When we consider that MENA residents aged between 15 – 24 are holding on average 19 digital conversations per day and two out of the 72 hours of YouTube content uploaded per minute originates here, the need to work hard to stay attended to rapidly changing attitudes and behavior has never been more apparent.
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Thursday, March 13- 2014 @ 13:04 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.