Ayesha is an M3C Film and Television doctoral candidate at the University of Nottingham. Her research investigates UK public service broadcasting in the digital media economy. It explores how audience data is produced, collected and used by UK public service broadcasters and the technological and political-economic conditions that contribute to their data infrastructures. Its core focus is on how data value is extracted from audience interactions with digital media and how audiences are being constructed within the digital media economy.
In the years running up to her PhD, Ayesha immersed herself in both the creative industries and the world of data, presenting and creating content for the 2012 London Olympics, and working as a business development executive for Polecat Data Intelligence and as an advertising account executive at Wieden and Kennedy.