As Senior Vice President, Research and Planning for Viacom Entertainment Group, Tanya Giles is responsible for the strategic oversight of research and planning for all multi-platform business units affiliated with the Group which includes the COMEDY CENTRAL, Spike TV and TV Land cable channels and Web sites, as well as internet sites Atom.com and GameTrailers.com.
Giles is charged with leading research for each of the above stated brands and oversees all related research and planning teams. Additionally, Giles now serves as Chief Research Advisor to the MTV Networks Entertainment Group’s senior management and is specifically responsible for delivering comprehensive, strategic and integrated marketing research plans for the division, which caters primarily to Men 18-49 and Baby Boomers.
Prior to her current position, Giles served as Senior Vice President of Research %26 Planning for TV Land, where her efforts to delve into the mindset of Baby Boomers were instrumental in the development of comprehensive research on Boomers through individual studies related to technology, advertising, and entertainment. In November 2006, she spearheaded the widely-publicized TV Land’s New Generation Gap Study, which won wide praise for its in-depth coverage of the attitudes and behaviors of Baby Boomers, the largest generation in the history of the U.S. Similarly, with TV Land’s Joy of Tech Study, which was released in January, 2007, Giles advanced findings that Boomers avail themselves to emerging technology and value the convenience it represents. Concurrently, in conjunction with OTX Research, Giles created The Boomer Panel, a consumer group comprised of more than 3,000 U.S. Boomers designed to ascertain their feelings on a variety of social, business and personal matters.
Giles joined TV Land in 1997 and held several positions of increased responsibility prior to becoming Senior Vice President of Research %26 Planning. She began her career in television in 1995 as a Research Analyst at CBS, where she focused on non-Prime dayparts and produced analyses of Late Night, Daytime, and Weekends. Giles was then named Senior Analyst, Nickelodeon, and over the next four years she supported Nickelodeon on both qualitative and quantitative research efforts as Manager and then Director of the Nickelodeon Ratings Research Group.
Giles received her B.A. from Syracuse University and her M.A. from The Annenberg School for Communication at the University of Pennsylvania. An avid runner who successfully completed the New York City Marathon, Giles lives in New York City with her husband David and sons Oscar and Malcolm.