TEAM
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Tara Maitra
SVP, GM, Content and Media Sales |
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Tara Maitra is SVP, GM of Content and Media Sales, responsible for developing TiVo’s broadband content strategy, and the company’s interactive advertising and audience research sales efforts. Maitra works with networks, studios and web video providers to build TiVo’s content offerings into a complete service of infinite programming that combines linear TV with video on demand and broadband video through one user interface and search. In her media sales role, Tara and her team provide marketers and agencies with audience viewing data and commercial ratings to help optimize media buying and understand TV viewership in DVR homes. In addition, Ms. Maitra oversees TiVo’s interactive advertising solutions, leveraging TiVo’s user interface and ad units designed to engage viewers in DVR homes and counter fast-forwarding behavior.
Previously, Maitra has held executive positions at Comcast, Primedia, and NBC. She has a BA in Journalism and Psychology from Washington and Lee University.
Previously, Maitra has held executive positions at Comcast, Primedia, and NBC. She has a BA in Journalism and Psychology from Washington and Lee University.
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Kemal Bokhari
VP, Operations |
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Kemal Bokhari brings over fourteen years of Operations Management experience to TRA. Prior to joining TRA, Kemal held a position of General Manager for thirteen years at Harry Krantz Co., which specializes in the distribution of electronic components. He was responsible for the day to day management of IT and Operations across several locations, including Deer Park, NY and Fort Myers, FL. In 1994, he graduated Polytechnic University with a BS in Computer Engineering and acquired his Project Management Professional certification from the Project Management Institute in 2007.
I am passionate about combining the immersive power of Television with the features and capabilities of interactive media. As the Head of Strategy, Business Development and Marketing for TiVo Research, a division of the TV experience pioneer that specializes in “natural” TV viewership data harvested from set-top boxes, I strive to find ways to bridge TV and digital platforms and build new models for finding and quantifying audiences across screens.
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Sheryl Harkins
SVP, CPG Sales |
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Sheryl, who is based in Chicago, has tremendous experience in delivering audience and advertising solutions to brand advertisers and media agencies. Sheryl has spent the last 17 years working for Nielsen, progressing from an Account Executive in 1996 to most recently SVP of Ad Solutions Sales and Marketing. Prior to Nielsen, Sheryl spent a decade working in Media Research for The Leo Burnett Company. Sheryl holds BS from the University of Illinois in Advertising and is on the External Advisory Board of The University of Wisconsin A.C. Nielsen Center for Marketing Research MBA program.
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Fariba Zamaniyan
SVP, Pharma Sales |
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With nearly 20 years experience, Fariba Zamaniyan is a seasoned advertising research expert, well known for her work and public speaking on the impact of prescription drug advertising on consumer response since its inception in the late 90s. Before joining TRA, Ms. Zamaniyan was the Senior Vice President within the IAG division of The Nielsen Company where she was hired to develop its healthcare practice. She led the team in product development, marketing, and client management for syndicated television ad performance measurement tools including program engagement. Her tenure with direct-to-consumer (DTC) advertising was instrumental to Nielsens significant growth within this sector, specifically, identifying synergies that exist between the creative and the selected TV media to enhance campaign ROI. She also expanded the breadth of Nielsens products and advertising and media services provided within the healthcare space, including measurement of alternative promotion channels such as Internet and mobile web on DTC advertising. Before joining Nielsen, Ms. Zamaniyan served as Vice President of Marketing and Business Development and resident consumer behavior expert at Ipsos Health (a division of Ipsos in North America), a practice dedicated to providing custom and syndicated research to prescription drug companies. There she specialized in monitoring consumer response to DTC advertising for prescription drugs. She was also the founder of Ipsos PharmTrends, a syndicated consumer tracking tool that measured consumer behavioral response to DTC initiatives across ailment categories, which first began tracking the pioneering efforts of the Claritin marketing team. Through her development and management of these various performance tracking tools, Ms. Zamaniyan is a recognized opinion leader and contributor to industry journals, conferences, and events. Prior to focusing on the pharmaceutical industry, she specialized in retail and consumer research for the consumer products industry, including consumer packaged goods, apparel, and athletic footwear, as well as primary research and tracking expertise within the music and entertainment sectors. Ms. Zamaniyan earned a Bachelor of Science degree in marketing and international business from Ithaca College.
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Brian Katz
SVP, Audience & Purchaser Insights |
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Brian Katz joined TiVo Research in April 2014 with nearly twenty years of media research experience in cable, digital and broadcast television. Brian is a seasoned executive with extensive experience in generating cross-platform media and consumer insights in directing senior leadership decision making around content creation and monetization, marketing, scheduling and ad sales strategy. Before joining TiVo, Brian has held multiple roles at NBCU cable and distribution units and began his career at Paramount Domestic Television supporting sales strategy for UPN and syndicated programming. Brian is a graduate of Queens College and has a Masters in Media Studies from The New School. He resides in Rockland County with his wife and three children.
As Vice President of Research for TiVo Research, Betsy oversees the Account Management team for all syndicated and custom deliverables for clients across all verticals. Prior to joining TRA, her 20+ year career has been spent at signature media brands such as ABC, MTV, and Lifetime where she managed both Programming and Sales Research teams, supporting Programming, Scheduling, Ad Sales, Affiliate, Marketing, Press, and Digital. In 2010, she moved over to the agency side at Ipsos where she was SVP MediaCT and focused on custom research studies for major media clients. Most recently, Betsy was Vice President of Ad Sales Research at The Weather Channel where she crafted cross-platform ad effectiveness solutions, measuring bottom funnel ROI using POS data, and designing new ad products enabling third-party campaign measurement. She is now building on that experience at TRA by matching TV and Digital datasets with purchase data, exposure data, and CRM; thus enabling integration with Data Management Platforms, Demand Side Platforms, and Supply Side Platforms to further align data with media investment. Betsy began her career at Disney/ABC, spending eight years in research working in various dayparts including Primetime, Daytime, and Saturday Morning. Betsy earned a Bachelor of Fine Arts degree at New York University’s Tisch School of the Arts.
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Bill Harvey
Co-Founder and Consultant |
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Bill Harvey has spent over 35 years leading the way in the area of media research with special emphasis on the New Media. As the 24 year-old strategy head of the American Research Bureau (now Nielsen Audio), he invented the Area of Dominant Influence or ADI, an audience-based definition of television markets that Nielsen emulated as the DMA, and which was called by Sales & Marketing Magazine “the most widely used marketing tool in the world today”. ADI has profoundly influenced the advertising and television industries. Founder of Next Century Media and New Electronic Media Science, third party research companies serving 70+ of the top 100 advertisers, as well as most of the major cable and satellite operators, networks, agencies, and other research companies; first to turn set top data into TV audience data to media research standards; leader of standard setting process in media measurement through ARF, AAAA, ANA; former executive of Arbitron, Interpublic, Grey Advertising, and OpenTV. Inventor of addressable commercials and passive peoplemeter concepts, consulted on PPM and Scanamerica with Arbitron, developed first automated marketing mix modeling system for General Foods. Initiated and spearheaded the writing of the industry privacy principles for the ANA, AAA, and ARF joint task force CASIE (Coalition for Advertiser Supported Information and Entertainment).