Don’t Kill the Messenger welcomes veteran entertainment researcher and strategist, Melva Benoit.

n the latest episode of “Don’t Kill the Messenger,” host Kevin Goetz sits down with Melva Benoit, a trailblazer in research and entertainment strategy with leadership experience at major companies like Disney, NBC, and Fox. Together, they delve into Benoit’s rich background in television market research, discussing her unique insights and experiences in the industry.

Kevin Goetz on partnering with Melva Benoit:

In 2016, my company Screen Engine partnered with my guest today to initiate a change in the way that entertainment audiences are tracked, reached, and marketed to by emphasizing their interests, beliefs, values, and behaviors, rather than simply by their age, gender, race, and ethnicity demographic information.

Benoit’s journey into the world of television research began with a love for the medium from a young age. Growing up in Houston, Texas, she aspired to be in charge of Saturday morning cartoons. “Loved television as a kid. And my desire was to be in charge of Saturday morning cartoons. I loved cartoons.” After attending Howard University, Benoit began her career at King World before moving on to Cartoon Network and Comedy Central.

Goetz and Benoit dive into the testing and success of iconic television shows like Seinfeld, Friends, and South Park. Benoit highlights the importance of understanding how audiences learn to watch and relate to characters in television shows. “So here’s the thing that people forget when Seinfeld premiered on air, Home Improvement used to kick its ass on the regular. So across the country, Seinfeld is now on prime access and you’re watching it five days a week at dinner waiting. The country now is learning how to watch the show.”

Benoit on the unique marketing of South Park:

And so we realized it’s like we have to tell people how to watch this. It’s like Peanuts on acid. We cannot give any of this to anybody cold. So, think about this, this is 1997, 96, 97. So we released the Jesus versus Santa Claus, which is what this is based off. We release it on the internet, which means it goes to every college campus. So that’s the first viral video. When that show showed up, it changed the fortunes of the network. It took us from barely breaking even to the biggest thing ever.