CableFAX: 52. The Negotiator: Melinda Witmer
Melinda Witmer
Title: EVP/Chief Prog Officer, TW Cable
Last Year: #15
Age: Young at heart
Education: U of AZ, BA; U of PA, JD
Why Her? Witmer came into her own this year as one of cable’s shrewdest negotiators, having learned much about the art from the late master Fred Dressler.
Big Break: A deal reached in late October with LIN TV to return 12 stations to the dial in TW markets.
Year Ahead: 
A tough economic climate, plus the growing popularity of Web content streaming, could complicate negotiations.
Drink of Choice: I take lots of ribbing for my preference for pink wine!
Last Book Read: The Brain That Changes Itself by Norman Doidge
In ’09 I Resolve To: “Deliver something special and unexpected.”
Favorite Part of My Job Is: “Working with so many smart and creative people and never, ever being bored. I am constantly challenged and constantly amazed at the pace of change and innovation in our industry. Working with really fun people and having a team that can laugh their way through almost anything.”
Cable’s Biggest Challenge Is: “Keeping it fun in a challenging environment.”
Best Business Advice Received: One that always keeps me grounded: If you ever get to feeling important, never forget, it’s the chair they come to see — you’re just the body keeping it warm. (You can all guess who the wise man was that passed that one along!)
My Company Is Preparing for the Future By: More than ever focusing on the consumer first and foremost; everything else flows from there.
Philosophy of Life: It’s an adventure, not a cruise.
Least Favorite Word: Balance
Trait I Most Admire: Honesty
Favorite Sports Team: Scarsdale Raiders
SG
