Data science and data driven decision making is transforming and disrupting industries of all types and sizes. The media industry, with its changing competitive landscape and evolving audience behavior, is not immune from this trend. Many broadcasters are looking to data science as a new tool to help increase audience engagement and improve their competitive position. One key application of data science in the media industry is to personalize the relationship with and improve the experience of the viewer. This paper examines the role that data science does and can play in this regard. It explores the data we have available, the challenges we must overcome in its use and the opportunities that exist for organizations looking to become more data driven and personalized in the future.
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