Surveying the Media Landscape. An Interview with Dan Berman

Dan Berman and I worked together at NBC many years ago when broadcast television was number one and cable was just developing. Since that time, Berman’s career path took him to leadership roles at both mature properties as well as start-up in both local and national marketplaces. 

He was most recently the Head of Ad Sales at i24 News which is Altice’s global news network, responsible for all efforts to generate ad revenue including direct linear, branded sponsorship, programmatic and advanced TV. 

Charlene Weisler: What "media life lessons" have you gleaned in your years of experience?

Dan Berman: Many ways to split up the “pie” – trusting and enduring relationships can often make the difference in writing business.  However, because more specifically defined ROI’s of properties / platforms are required than in the recent past due to informative data, the seller relationship with the buyer must be more consultative, analytically sound and solution-based; relationships that have that foundation will have the best outcomes.

Weisler: Tell me about i24 - its purpose, its audience base.

Berman: When I was working there, i24 was created to fill the void in the cable news arena by uniquely providing objective, non-state run nor ideologically-based news and current affairs from around the globe. The network, while it covers and reports on events throughout the globe, has a special focus on the Middle-East, arguably the most pivotal geo-political area of the world with far reaching impact throughout the world. The network is available nationally in Optimum, Comcast, Charter, Medicom, Suddenlink and Verizon homes in addition to various free and paid streaming properties.

Weisler: How has sales changed since you first started in the industry?

Berman: As alluded to before, back-of-the-envelope (trust me) deals have given way to analytic-based consultative sales in which those entities which can demonstrate the most analytically sound platforms and best argue the likely ROI’s will come out on top.  In the process, translating the complex into simpler truths and assumptions without sacrificing facts will continue to be essential for success.

Weisler: Where do you see the industry headed a year from today?

Berman: Increased dollars going to OTT/CTV with the commensurate requirement to measure more accurately and transact more easily. I also see a further enhancement of national linear addressable capabilities. Further progress to seamlessly connect multi-platform measurement

Weisler: What about three years from today?

Berman: More of the above as well as the dominance of programmatic/automated transactions in one form or another. I also see a significantly more consolidation of media properties. Several limited reach/niche networks cease to exist on pay subscription cable

Weisler: Has the pandemic caused any permanent changes in the industry and if so what and how

Berman: Yes. Remote capabilities have become essential for media personnel and systems/processes. Relationship building – must be even stronger and resilient with less direct interaction. Traditional linear will not survive on its own.  Strategic packaging and leverage of other digital points-of-access for video will be increasingly necessary to fill all the revenue buckets.

Weisler: What advice would you give to a college graduate today about a career in media?

Berman: Go where you think media is going to be not today but tomorrow – because today will change before you even start your 1st week. Don’t be afraid in your 1st job or 5th to speak up and offer potential solutions and better ways of operating/selling/marketing because the industry has more questions than answers and you may be able to provide one of the answers.

 

This article first appeared in www.Mediapost.com