CTAM Shifts to “Future Forward” Organizational Model
Sharpens Focus on Cooperative Marketing, Strategic Collaboration and
(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
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
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
Jon Hargis, EVP and Chief Marketing Officer, Charter, CTAM
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
Jeff Hirsch, EVP and Chief Marketing Officer, Time Warner
Gemma Toner, SVP, Broadband Product Management,
Cablevision Systems Corp.
The CTAM Board of Directors is listed on
For Media Inquiries Contact:
Jason D. King, ABC
Senior Director of Communications & Media Relations