DC12 – Audience data management and performance measurement in the cross-media landscape

Tallinn University (TLU) is the largest university of humanities in Tallinn and the third biggest public university in Estonia. The University hosts nearly 7,000 students, of which about 9.5% are international, and employs around 950 staff members, including nearly 400 researchers and lecturers (13% from abroad). The implementing unit of this PhD project is the Baltic Film, Media and Arts School (BFM), a competence centre for communication and audiovisual expertise and home to the Centre of Excellence in Media Innovation and Digital Culture (MEDIT).

BFM is an active partner in several EU-funded research and education initiatives. TLU’s HR department will support the doctoral candidate with administrative procedures, including insurance, taxation, and visa/residence permit arrangements via the Estonian Police and Border Guard Board. The International Student Centre will assist with accommodation, and IT and library units provide training in digital systems. BFM also runs its own PhD programme with around 20 Estonian and international doctoral students.

The PhD project is titled: Audience data management and performance measurement in the cross-media landscape.

This PhD project explores how Public Interest Media organisations can generate, manage and utilise audience data in ethical and effective ways across increasingly complex media ecosystems. While audience data has become central to contemporary media management, public media organisations face significant challenges in moving from traditional broadcast metrics to cross-platform analytics. At the same time, they must avoid adopting opaque, extractive and overly data-intensive practices commonly associated with major technology platforms.

The doctoral candidate will investigate how audience data is produced, integrated and interpreted within Public Interest Media organisations. The project will also develop innovative methodologies for performance measurement that align editorial missions, communicative goals and user insight needs. The research will produce strategic recommendations to support the evolution of audience measurement practices and inform production, distribution and engagement strategies in a rapidly changing media environment.

Tasks

• Map data flows and analytics practices across Public Interest Media platforms.
• Analyse organisational, ethical and editorial implications of audience data use.
• Develop methodological models for audience performance measurement.
• Produce actionable strategic recommendations for Public Service Media and other Public Interest Media organisations.

Methodology and research environment
The project combines qualitative and quantitative approaches, including organisational analysis, interviews, digital platform analytics and comparative case studies. The candidate will have access to BFM/MEDIT infrastructures, including the CUDAN Open Lab. The position is hosted by Tallinn University and situated in the research environment of the Baltic Film, Media and Arts School.

The position requires relocation to Estonia as the candidate will be enrolled in Tallinn University’s PhD programme. The project is conducted under the supervision of Ulrike Rohn, Professor of Media Management and Economics at Tallinn University, and Jannick Sørensen, Associate Professor at Aalborg University, Denmark. It will involve close collaboration with other Doctoral Candidates in the RePIM doctoral Network Project, and an academic secondment of approximately 2 months at Aalborg University in Copenhagen. The candidate will also carry out 3-month internship at the Estonian Public Service Media (ERR).

The PhD position is part of RePIM – Revisioning Public Interest Media, a four-year Marie Skłodowska-Curie (MSCA) Doctoral Network dedicated to reimagining the role and future of Public Interest Media in a data-driven, platform-dominated environment. RePIM brings together leading European universities, industry partners, and 12 Doctoral Candidates in an interdisciplinary, cross-sectoral training and research programme. The network investigates how public interest media can remain relevant, sustainable, and impactful by transforming how content is produced, packaged, distributed, and supported organisationally and technologically. Through its focus on strategic innovation, organisational change, and media management, RePIM equips its doctoral researchers with advanced analytical and managerial skills to help reshape Public Interest Media across diverse European contexts.

MSCA eligibility requirements

• At the time of recruitment, candidates must not already hold a doctoral degree.
• The position is open to candidates of any nationality.
• Applicants must not have resided or carried out their main activity, including work or studies, in Estonia for more than 12 months within the past 36 months before recruitment.
• Willingness to relocate to Estonia is required.

Project-specific profile requirements

• A relevant Master’s degree in media studies, media management, communication, digital humanities, data analytics or a related field.
• Experience in media industry analysis, audience research, platform studies or organisational research is an advantage.
• Proficiency in qualitative and/or quantitative research methods, with a willingness to develop mixed-methods expertise.
• Excellent English communication skills, written and spoken.
• Strong expertise in data analytics, with advanced proficiency in Python or R and familiarity with SQL databases.
• Familiarity with the European public service media system and an understanding of its public value mission.
• Familiarity with platform governance or media policy is beneficial.

This position provides the opportunity to collaborate with leading researchers and institutions in Europe. The candidate will engage in an international research environment and contribute to a multidisciplinary doctoral network.

We offer an attractive compensation and benefits package, including the following:

• Competitive MSCA-funded salary for 36 months, including living, mobility and, if applicable, family allowances.
• Possibility of a fourth funded year, subject to negotiation.
• Academic secondment at Aalborg University in Copenhagen.
• Industry internship at Estonian Public Service Media in Tallinn.
• Access to advanced research infrastructure, including CUDAN Open Lab.
• Training in research methods and transferable skills.
• Participation in international networks such as FilmEU

Applications for the position open on 18 May 2026 and close on 29 June 2026.

Please check the official TLU application pages for the current and complete requirements:
Tallinn University PhD admissions information: https://www.tlu.ee/en/admission-phd-studies
BFM, Baltic Film, Media and Arts School: https://www.tlu.ee/en/bfm
More information: https://www.tlu.ee/sites/default/files/SIIN_3.pdf

Applicants are advised to prepare the documents required for doctoral-level admission at Tallinn University. These normally include degree certificates and transcripts, passport identification page, proof of English proficiency, CV, a thesis proposal signed by the prospective supervisor and any programme-specific documents required by the university application system.

Application deadline: 29 June 2026.

Contact

For questions about the research project, please contact:
Prof. Ulrike Rohn, Tallinn University, ulrike.rohn@tlu.ee
Elena Stern, Tallinn University, elena.stern@tlu.ee
For questions about admission procedures, applicants should consult the Tallinn University PhD admissions (admissions@tlu.ee).