Cablefax The Magazine - December 2010 - 52

99|
CURB APPEAL
Allen Shapiro
Title: Chairman, TV Guide Network
Years in Cable: 1.5
Education: JD, Northwestern U School of Law
I Watch TV Mostly: TiVo/Recorded
Why Him? Since coming aboard in '09, Shapiro has inked
multi-year carriage agreements with Comcast and Charter,
launched TV Guide Network HD's first deal (with Time
Warner Cable in NYC) and overseen its full-screen launch
on Verizon. He also green-lit Curb Your Enthusiasm and
the companion Curb: The Discussion.
Hollywood Heavy: Shapiro founded and is Managing
100|Peter Intermaggio
DOUBLE FEATURE
Title: SVP, Marketing Communications, Comcast
Years in Cable: 2
Education: BA, MBA, U VA
I Watch TV Mostly: On demand
Michele Edelman
Title: VP, Marketing, Warner Bros
Education: BA, U of RI; Tuck Executive Program, Tuck
School of Business at Dartmouth
I Watch TV Mostly: On demand, of course
Why Them? In the
pantheon of great
diplomats you must
now include this
unlikely couple.
While Edelman and
Intermaggio didn't
settle foreign wars,
they did something
that might have flummoxed even Henry Kissinger-they
got 8 cable operators and 8 movie studios to agree on
strategy, creative direction, marketing, media buying
(broadcast and digital) and PR tactics. They spearheaded
the CTAM co-op Movies On Demand (MOD) national
advertising campaign this past summer dubbed The Video
Store Just Moved In. After the $30mln TV, print and online
campaign was over, research showed cable subs were far
better aware that they could rent movies using their cable
remote, without having to venture outside their home.
About two out of three said they used MOD, up 12% as a
result of the campaign. As more video rental stores leave
Partner of talent firm Mosaic Media
representing Will Ferrell, Jim Carrey,
Green Day and Alanis Morissette. It
also produced the films Get Smart
and The Dark Knight.
Year Ahead: Shapiro has ambitious
plans to land bigger talent, breakthrough
programming and additional
distribution (HD and full-screen).
3DTV Is: A work in progress.
What Should Cable Do to Improve Its Image? MSOs &
networks need to stop fighting in public.
The New Congress Should: Enforce copyright
protection.
the scene, MOD should be an increasing part of cable's
business.
Opening Windows: The largest impact of the campaign
might be the momentum cable gained from the campaign for
studios to increase Day-and-Date releases, where fi lms are
available for rent on cable the same day they appear in stores.
In two years, there's been a 7-fold increase in Day-and-Date
titles offered to digital cable subs, iN Demand says.
Michele Edelman
On Your iPad: Everything from NPR to Skee-Ball... too
many to list. I'm an appdict and may need an intervention.
3DTV is: Significantly going to change the way we
consume (and appreciate) home media.
If I Could Have Dinner with a Cable Star, It Would be:
Snooki... she is what she is.
A Non-Cable Company That Knows How to Market/
Run Its Business: Intel
Most Creative Part of My Job: My team. They bring out
the creativity in me.
Favorite TV Shows: Grey's Anatomy, Six Feet Under
Best Business Book: What Got You Here, Won't Get
You There by Marshall Goldsmith
Best Business Advice: Listen
Most Underrated Drink: Purple Slurpee. Can't we all
just get along?
Favorite Cities for Business: Philadelphia and NYC.
Peter Intermaggio
A Non-Cable Company That Knows How to Market/
Run Its Business: Apple
Favorite TV Show: Mad Men
Best Business Advice: You cannot bore people into
buying your product. - David Ogilvy
52
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