Breaking the TV Model and Rebuilding It
These days it’s a common theme to say that a non-traditional medium has become traditional given the pace at which technology introduces new media and advertising platforms. The real question is whether or not established media players have the courage to use their position as incumbents to re-invent themselves and essentially cannibalize their own business. Warren Schlichting, Senior Vice President for DISH Media Sales & Analytics, will examine how the commerce of traditional TV advertising is being transformed by digital expectations and back-end technologies and how at least one traditional platform is undergoing radical change. With a slew of new product offerings for consumers and advertisers (including addressable linear television ad insertion), DISH increasingly resembles a digital media advertising platform and this session promises to bring forth the benefits and drawbacks, pain and progress of such a transformation.
A veteran advertising and media executive, Warren Schlichting leads DISH Network's Media Sales & Analytics division. In this role Schlichting oversees all short-form and long-form advertising sales for the country’s third-largest pay TV provider and has responsibility for DISH’s ground-breaking viewer measurement effort built on data collected daily from over five million settop boxes. Prior to joining DISH Schlichting led Comcast’s advanced advertising efforts on multiple media and ad delivery platforms including broadband, interactive television and video-on-demand. Schlichting spearheaded Comcast’s efforts to form Canoe Ventures, the cable industry consortium dedicated to bringing advanced advertising to network television, and was integral to negotiating terms, creating strategy and executing on the initial Canoe business plan. Before arriving at Comcast Schlichting was also CEO of Hiwire, a Los Angeles-based technology company that provided online ad replacement software for ClearChannel and other radio stations. Schlichting has served in executive positions for Morgan Stanley and the William E. Simon private equity group and has an A.B. degree in Economics from Harvard University. A former Cable Top 100 Heavyhitters and two term Board member of the Interactive Advertising Bureau (IAB), Schlichting recently served as Co-Chair of the IAB’s 5 Year Plan. He has received the Cable Advertising Bureau’s President’s Award and is a frequent panelist on the topic of advanced advertising.