Growing Retired
Name: Brad Knight
Title: President, Retirement Living TV
Age: “48 – Almost old enough to watch my network”
Years in Industry: 1
Years left in the industry: “As long as it takes to make the industry realize that they aren’t adequately serving the most valuable customers they have.”
Why Him? Has any cable exec made our 100 list with a brand-new company? Perhaps, as Sandy Wax of PBS Kids Sprout comes to mind. But with Knight and RLTV you get two rookies: the former electronics industry exec is as new to cable as his 1-year-old company. Ironically newcomer Knight and his baby cater to the 55+ crowd, one of the few demos that’s growing. And spending—mature Americans control more than 60% of discretionary spending. Retirement-community developer John Erickson conceived of RLTV as an information portal for the 20K+ seniors in his 30 retirement communities. “No old movies or Golden Girls reruns,” Erickson swore. He’s kept that promise with all-original shows. Cable carriage wasn’t a priority, but Knight has retired that way of thinking. His carriage offensive has included pushing RLTV with trade ads, sponsoring Cable Show events and recruiting cable distribution vets to negotiate deals. Of course, partnering with AARP and buzz-generating news that Walter Cronkite may join the network didn’t hurt. SA
I knew the cable industry was for me when: “I’m a ‘start up’ guy. When John Erickson pitched a unique concept of original programming for the 55+ audience, I jumped on board and here I am in the CableFAX 100. It’s shaping up to be a good year.
The cable industry’s biggest challenge in 2008 is: “Preparing for the digital transition. Millions of blank screens will be avoided if our industry takes the lead and turns them into high value digital customers.
Top personal achievement in 2007: “Having RLTV named as one of CableWorld’s Top 10 Places to Work in Cable in just our first year. If you take enough folks to the top of the hill with you, you are a lot harder to throw off.”
In my free time, I like to: “Take sabbaticals.”
My most embarrassing cable moment was: “Being quoted in The Wall Street Journal as saying, ‘We have no idea how to make a profit’.”
Favorite restaurant: “United Airlines’ Snack Box (Quick Pick).”
Favorite city: “Vancouver, BC (in the summer) and Telluride, CO (in the winter)”
Favorite line from a movie or TV show: “What we have here is a failure to communicate.” – Cool Hand Luke
Three things I would take with me to a desert island: “Fuel, money and a long-range expedition motor yacht.”
Favorite song: “When I’m 64.” – The Beatles
My favorite movie: “Is not available on VOD.”
I wish cable would: “Recognize the disposable income controlled by our demo.”
Favorite piece of tech: “My IT Department.”
Least favorite piece of tech: “My IT Department.”
My perfect vacation goes like this: “It just needs to be measured in months.”
The world would be a better place if: “Aging was seen as a positive occurrence. A negative perception of aging can reduce one’s life span by 7.5 years!”
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