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In my three years as head of Nielsen research for Discovery Channel U.S., I had the opportunity to sit in on a fair number of program pitches. I found that much of the discussion about the channel's needs revolved around intangible characteristics such as look, feel and tone. These elements are important, but subjective, and the emphasis differed from one conversation to the next.

October 1, 2002

In my three years as head of Nielsen research for Discovery Channel U.S., I had the opportunity to sit in on a fair number of program pitches. I found that much of the discussion about the channel's needs revolved around intangible characteristics such as look, feel and tone. These elements are important, but subjective, and the emphasis differed from one conversation to the next.