CTAM Shifts to “Future Forward” Organizational Model

Sharpens Focus on Cooperative Marketing, Strategic Collaboration and Education

(National Harbor, MD – November 5, 2012) CTAM announced today a shift in its organizational model to focus only on that which most-effectively serves its mission, to provide scale and knowledge so members can manage the future by driving business results today. 

The move is an inflection point in a three-year evolution, led by the CTAM Executive Committee and Board of Directors. It is in response to fundamental changes in the industry and the result of carefully listening to members’ needs, particularly the cable companies and content providers.

"For years, CTAM has played an important role in educating the industry about marketing and building cooperation among and between cable companies and programmers. As a Board, we are pleased to see the organization evolve and continue to deliver on the programs that are so valued. We appreciate all the hard work that the Executive committee, along with Char Beales and the team, have devoted to creating this new business model." stated David Juliano, EVP, Sales and Marketing, Comcast and CTAM Chair.

Char Beales, President and CEO, CTAM, added, “Built on the successes of the recent past, I’m excited that we have the opportunity to hone and strengthen our work on the cooperative marketing, collaboration and educational services that members rely on. A few of the highlights are the Cable Mover programs, Advanced Products Working Groups, CES Tours, TV Critics Tours, and Cable Executive Management at Harvard Business School. This change will enable us to build on our key strengths, while delivering innovative programs that super-serve our membership going forward.” 

  • The cooperative marketing programs directly impact business results. For example, the CTAM-managed cable TV Critics Tours offer content providers a highly-efficient way to showcase their original programming to 275 TV writers biannually.  In addition, this year the multifaceted Cable Mover Marketing campaign will deliver more than one million leads to member MSOs. 

  • Strategic collaboration among member companies allows them to define cross-company business opportunities and align on action. For example, MSOs and content providers have netted billions of earned media and social PR impressions in three years, as a result of collaborating on national communications that tell the story of cable’s advanced products. The advanced products consortium addressed multiplatform complexities in iTV and VOD advertising by securing broad agreement on metrics and definitions. The business services efforts support the industry’s largest growth area and in-depth consumer research benefits the whole with cost savings for individual companies.   

  • In the education arena, CTAM will continue the world-class Cable Executive Management at Harvard Business School and add new a senior-executive program to exploit cable’s connection between technology and marketing. CTAM will also continue its popular “Unplugged” learning/networking regional events, “Wired” webcasts, and the Mark Awards, where judges and members learn from extraordinary work.  

Based on the structural changes in members’ marketing organizations, CTAM plans to transform its annual Summit and Insights conferences into a few smaller events, including an invitation-only Executive Forum for MSO and content marketers, a one-day open event targeted to mid-level executives, and working group business meetings where members engage in problem-solving dialogue. 

Fiscally, CTAM will accommodate the change in priorities by moving from its current mix of individual and corporate memberships to a corporate-centric business model. Corporate member MSOs, content providers and suppliers will designate employees to participate in corporate programs and have access to all CTAM benefits, without paying incremental individual dues. Individuals who are not employed by corporate members may continue to join CTAM at 2012 rates to get full advantage of the educational opportunities and resources.

Members of the CTAM Executive Committee are:

  • David Juliano, EVP, Sales and Marketing, Comcast, CTAM Chair

  • Jon Hargis, EVP and Chief Marketing Officer, Charter, CTAM Vice Chair

  • David Preschlak, EVP, Affiliate Sales and Marketing, Disney & ESPN Media Networks,    CTAM Secretary/Treasurer

  • Heather Baldino, SVP, Turner Networks Marketing and Revenue Integration, Turner Broadcasting

  • Char Beales, President and CEO, CTAM

  • Shelley Wright Brindle, EVP, Domestic Network Distribution, Home Box Office, Inc.

  • Mark Greatrex, Chief Marketing and Sales Officer, Cox Communications

  • Jeff Hirsch, EVP and Chief Marketing Officer, Time Warner Cable

  • Gemma Toner, SVP, Broadband Product Management, Cablevision Systems Corp. 

 The CTAM Board of Directors is listed on CTAM.com.

For Media Inquiries Contact:

Jason D. King, ABC
Senior Director of Communications & Media Relations
301.485.8914
Jason@ctam.com
 

 

CTAM, the Cable & Telecommunications Association for Marketing, is a non-profit professional association, dedicated to helping the cable business grow. To that end, CTAM provides consumer research, an interactive executive innovation series, conferences, awards and the “CTAM SmartBrief” to its individual members. On behalf of 90 corporate members, the organization leads the Advanced Cable Solutions Consortium and Business Services Council, and facilitates national cooperative marketing efforts, including the Cable Mover Hotline® and Movies On Demand® initiatives. The corporate website is www.ctam.com and CTAM can be found on Facebook, LinkedIn and Twitter.

Cable & Telecommunications Association for Marketing
120 Waterfront Street, Suite 200, National Harbor, MD 20745
301.485.8900 info@ctam.com www.ctam.com