Verance Hires VP, Head of Research

Former Media General exec Lucy Hughes joins Verance as company targets ATSC 3.0
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Verance Corp. said it has hired broadcast industry research vet Lucy Hughes to the new post of vice president/head of research as it expands its long-term commitment to television.

Hughes, who reports to Verance CEO Nil Shah, most recently served as research chief of Media General.

The hiring of Hughes comes after another former Media General exec, Deb McDermott, was recently retained by Verance as part of an effort to help broadcasters move toward the emerging ATSC 3.0 broadcast transmission standard.

RELATED: Verance, McDermott Media Group Team on ATSC 3.0 Effort

In her new role, Hughes will head up research efforts for Verance Aspect, a content and measurement solution that works with legacy ATSC 1.0 and one that has been adopted as part of ATSC 3.0.

RELATED: Comment Deadlines Set for ATSC 3.0 Rollout

As VP of research at Media General, Hughes oversaw research, analytics and insights across news, programming, consumer and ad sales for 72 stations across 48 markets and four differentNielsen measurement systems, Verance said. Hughes is also an exec late of the CBS Television Stations group, CBS Radio, CBS Local Digital Media and Adlink as well as multiple ad agencies.

“Lucy is one of the broadcast industry’s foremost thought leaders when it comes to cross-platform consumer and market research insights, and we are excited to now have her as part of our team,” Shah said in a statement.

“I am thrilled to join Verance and to be closely involved with the roll out of this important new next-generation ATSC 3.0 technology, which comes at such a critical juncture in the evolution of the industry,” Hughes added. “Aspect will give broadcasters the ability to instantly play in a new media world where personalization, on-demand capabilities and convenience serve as the three primary pillars.”