I am a PhD student at Northwestern University’s Media Technology and Society Program, and am interested in understanding the impact of fragmentation on media industries and their audiences.However unlike a conventional supply side perspective, I approach this topic by studying the changing behavior of media audiences.I am particularly interested in emerging patterns of use across in new media environments and the consequent implications for media companies. In related research I track the development of audience measurement systems, as the design of these systems enable scholars and practitioners to make sense of media consumption in a given media market.
My advisor is James Webster and I also work with James Ettema and Edward Malthouse.
Before joining Northwestern, I worked in the advertising and media industries which included an audience research stint at the Global News Division of the BBC. I obtained my bachelors and masters degree from India, also my country of origin.
I have divided my research into two broad themes, and each link will take you to details of the different projects I am working on.
On this page you will find descriptions of my dissertation research and other projects that address how audiences take shape in highly fragmented media environments.
Research Track 2: Audience Measurement in Fragmented Environments
In this page you will find what measures and methods are media industries worldwide are using to measure audiences in increasingly complex digital media environments.