Discovery Channel has announced the appointment of Nielsen executive Steve McGowan to Senior Vice President, Research. In his new position, beginning July 13, McGowan will plan and direct all broadcast, digital media, marketing, ancillary and other types of research connected with the Discovery Channel. He is taking over the position formerly held by Kevan Mabbutt.
“Steve brings a wealth of insight and knowledge to a field that is constantly changing. His experience and instincts will increase our analytical research focus on audience trends and better strengthen our development process and advertising opportunities. It’s wonderful to have Steve back in the Discovery family,” said John Ford, President and General Manager of Discovery Channel, to whom Steve will report.
Steve departs The Nielsen Company in New York, where he served as Senior Vice President, Insights and Client Research Initiatives. During his tenure at Nielsen, McGowan worked on helping the company measure and report use of Digital Video Recorders (DVRs) and Video on Demand (VOD), tracking usage of portable media devices. McGowan also oversaw the “Audience Insights” working group which was charged with uncovering key local and national findings about TV and other media use.
Prior to joining Nielsen in 2003 McGowan spent 13 years at Discovery Communications where he directed the company’s research efforts including primary and secondary research. McGowan joined Discovery in 1989 as Research Director. He was Associate Research Manager at the Public Broadcasting System (PBS).
McGowan currently sits on the board of American Public Television, and is closely involved with CTAM (Cable and Telecommunications Association for Marketing). He previously served on the television committee of the Advertising Research Foundation.McGowan is a graduate of Michigan State University with a B.A. and M.A. degree in Telecommunications. He earned an MBA from The George Washington University.