Because of his long and productive career, Mal Beville is often termed "the dean of broadcast research." Joining NBC as a statistician in 1930, he participated in forming the Research Department and rose to Vice President for Planning and Research in 1958. In 1966 Mal began a six-year teaching stint at Southampton College. In 1972 he resigned his full professorship and served ted years as Executive Director of the Broadcast Rating Council (now the Electronic Media Research Council). Since 1982 he has concentrated on writing and consulting.
Beville holds a 1930 B.S. in Business Administration from Syracuse University and an M.B.A. with distinction from NYU in 1966. His NBC research career involved numerous rating service developments as well as industry committees dealing with broadcast research issues. As NBC's representative to the Advertising Research Foundation for fifteen years, he served as a member of the Technical Committee, the Board and Executive Committees, and numerous ad hoc groups.
Beville was a founding member of the American Association of Public Opinion Research and served as President of both the Market Research Council and the Radio/Television Research Council. His speeches and articles on electronic media ratings are widely hailed for their insightful and clear analyses.
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Publication information: Book title: Audience Ratings:Radio, Television, and Cable. Contributors: Hugh Malcolm Beville Jr. - Author. Publisher: Lawrence Erlbaum Associates, Publishers. Place of publication: Hillsdale, NJ. Publication year: 1985. Page number: 363.