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Warner Bros. TV Group has restructured its research operations in an effort to better understand the dramatic shifts in content consumption and audience behavior.

Under the new structure, the Warner Bros. Media Research and Insights team will be divided into five groups: consumer insights, sales strategy, digital, ad sales and corporate strategy.

Liz Huszarik will continue to lead the unit as exec VP, reporting to Craig Hunegs, WB TV Group’s prexy of business and strategy. WB has also recruited Hulu alum Bryon Schafer (pictured) to serve as senior VP and Huszarik’s No. 2.

“What we are experiencing with the distribution and measurement landscape is a proliferation of opportunity across a multitude of established, emerging and new platforms,” Hunegs said. “As business models evolve, windows shift and strategies change, it is imperative that our studio be on the cutting-edge of research.”

Schafer spent five years with Hulu, overseeing research and sales strategy. Before that he held research posts at Warner Bros. Home Entertainment, ABC and Ogilvy and Mather.