Steve McGowan Appointed Vice President, PBS Research

Posted by PBS Publicity on

ARLINGTON, VA, September 9, 2014 – PBS announced today that Steve McGowan has been appointed Vice President, Research. Mr. McGowan has been consulting with PBS for the past year, and is well known throughout the public media system as a past Member of the Board of Directors of American Public Television (APT). He will report directly to Jayme Swain, PBS Senior Vice President, Strategy and Operations. His tenure on the PBS staff began last month.
In this role, Mr. McGowan will provide strategic leadership and direction to the PBS Research team and provide data and research support to the organization to maximize the reach of PBS mission-driven content. He will serve as a senior advisor to PBS executives and will oversee and integrate all research projects. Working across multiple internal departments, he will provide metrics, analysis and insight regarding audience usage behaviors across all platforms. He will also collaborate with national public media organizations and stations to ensure that our system as a whole has the strategic information necessary to effectively serve the American people.

“I have been extremely impressed with the work Steve and our research team have accomplished over the last year to provide more data and insight to PBS,” said Ms. Swain. “Creating a data- and research-driven culture that guides strategy is a key priority for this organization. Steve’s proven track-record, deep commitment to public media and genuine enthusiasm for his work make him an outstanding fit for this critical position.”
“I’ve been a part of public media for many years and I believe strongly in the PBS mission,” said Mr. McGowan. “The media landscape continues to change rapidly, giving audiences new ways to get content and providing PBS with the means to serve the public in ways that weren’t possible just a few years ago. Having solid and strategic research that examines usage, reach, future trends and other key topics is truly important.  I am very pleased have the opportunity to help strengthen the work that PBS does.” 
Mr. McGowan joins PBS from Monocacy Media Partners, where he served as Managing Director, providing direction to media companies related to consumer research design, including project-level planning on new technologies, consumer adoption and usage. Prior to that, he worked at Discovery Communications, Inc., where he ultimately served as Sr. Vice President, Research and managed research functions for Discovery’s U.S. Networks. From 2003-2009, he was Sr. Vice President, Client Research Initiatives for Nielsen Media Research, leading new technology measurement efforts for such platforms as digital video recorders, set top boxes, video on demand and personal video devices. Another of his earlier positions was Associate Research Manager at PBS from 1985-1989.
A graduate of George Washington University where he earned an MBA with a marketing concentration, Mr. McGowan also holds an MA and a BA in Telecommunications with a concentration in Broadcast and Cable Management from Michigan State University.
Mr. McGowan has served on various subcommittees for the Advertising Research Foundation (ARF) and Cable Television Association of Marketing (CTAM) and served two terms as a board member for American Public Television (APT). He is a member of the National Academy of Television Arts and Sciences and is a frequent speaker at national conferences.
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Jan McNamara, PBS