Advanced Products Council


CTAM’s Advanced Products Council collaboratively explores current and next generation video services that member companies can leverage to enhance the consumer experience, impact business growth, and increase the value of the pay subscription model.​

Gary Shanman
Gary Schanman 
Advanced Products Council Co-Chair 
Senior Vice President, Video Products   
Charter Communications 

2017 APC End-of-Year Meeting Key Takeaways

November 14, 2017

  • TV Everywhere use is increasing signicantly, but as a result, it’s also becoming more of an expectation (table-stakes) with pay-TV service.
  • Early, connected consumer adopters have created customized, creative and unique IoT solutions and are looking for connected devices to move from the “Internet of Things” to the “Internet of Intelligence” in the future.
  • A provider who is first to successfully enable consumer smart solutions will earn their trust; the best enabler will win.
  • Despite live TV viewing hours declining, total TV viewing hours are still rising steadily, with MVPDs providing over two-thirds (68%) share of TV viewing whether it’s live, DVR or VOD.
  • Convenience, increased frequency, and deeper emotion are three dynamics required to make your brand sticky and create loyalty among customers / viewers.
  • Looking to the future of advertising, it’s important to leverage the forces of change, challenge entrenched mental models, utilize an all touchpoint value creation model, and update and expand mindsets and capabilities to best reach and interact with consumers.​

CTAM TV Everywhere Tracking Study Updates

Peter Fondulas
Hub Entertainment Research

The CTAM Connected Consumer Study: Findings and Insights

Maryann Baldwin
VP Magid Media Futures
Frank N. Magid Associates

Elizabeth Clinard
Director, Qualitative Research
Frank N. Magid Associates

Jennie Finerty
Director, Qualitative Research
Frank N. Magid Associates​



Forces in Disruption: What’s Next in OTT Distribution?

Sherry Brennan
SVP, Distribution
Fox Networks

James McQuivey
VP, Principal Analyst


The Road Ahead: Lessons from the Wharton Future of Advertising Program​

Jerry Wind
The Lauder Professor Emeritus, Professor of Marketing
The Wharton School


2017 APC Mid-Year Meeting Key Takeaways

  • While credential sharing among certain demographics, including college Millennials, may not prevent subscription sign up, it represents sampling without the opportunity to upsell.
  • For credential sharing, “before we kick them out, first, sign them out”, and employ risk-based authentication, such as requiring two-factor authentication on riskier accounts.
  • There is a cautious balance between preventing fraud and driving consumers away stressing the importance of understanding fraud patterns and best practices for mitigating abuse.
  • Metadata impacts on the user experience can limit discoverability, hinder the ability to find specific shows, and ultimate lead to lost viewers and lost ad revenues.
  • The goal with metadata is to provide consistency and a UI navigation model to associate and display content in an intuitive manner.
  • It’s important to establish best practices for branding content in order to create less frustration in search and discovery among consumers, as well as create a stronger connection between the network and branded content.​

Richard Shirley
VP, Distribution Business Development
A+E Networks

Matt Strauss
EVP and GM, Video Services

Angie Britt
SVP, Advanced Products

Ken Leonardo
VP, Marketing

2017 APC Kick-off Meeting Key Takeaways

The Age of the Connected Consumer:

  • Consumers are in a state of hyper-adoption, walking in and out of new experiences, services and devices faster than ever before.
  • Connected relationships are growing thanks to more connected devices, a data explosion these devices are creating, and category-disrupting innovation.
  • Companies that can create emotional, frequent and convenient connections with consumers will build a new kind of power.
  • It’s all about partnering promiscuously to create that connected consumer ecosystem with cable at the epicenter.
  • It’s not just about providing a solution, but giving customers an experience and being there for them during their entire customer journey.
  • Streaming is the future of pay-TV, creating an opportunity for cable to grow their share and expand their reach by providing an additional value/outlet to current subscribers.
  • It’s easy to say what a person wants, but to take that to scale and create emotional resonance on a broader level is the challenge for cable. That’s where a collaborative input and effort is critical.



James McQuivey, Ph.D.
Vice President, Principal Analyst
Forrester Research


Consumer Connections​


Andrew Ferrone


Chris Satchell
EVP and Chief Product Officer

Resources and Use Cases

How Machine Learning Algorithms Ensure Promos Reach More Viewers In A Fragmented Audience​


Advanced Video Guide - Learn about the cutting edge technologies shaping the future of cable television.​



2016 EOY APC Take-Aways​

​2016 Mid-Year APC Take-Aways

2016 Kick-Off APC Take-Aways


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