Caralene Robinson

Robinson has helped increase VH1’s primetime ratings in the past year by 18% in the adult 18-49 demo, with her first two projects since assuming the role in February 2013—the scripted series “Hit the Floor” and the movie “CrazySexyCool: The TLC Story”—garnering record ratings. Stay tuned for the launch of two new nights of original programming, a new original scripted show and additional social engagement. Her view on social: “Marketers should approach social media as central to the marketing mix, as opposed to an ancillary activity. Social media should be a consistent thread across a marketing program, serving a different mix of goals based on plan phases.”

What’s been your company’s biggest innovation this year?

Our biggest marketing innovation has been to enter the realm of multi-platform social TV. This has allowed us to deepen engagement, create an immersive brand experience, grow our social accounts and effectively harness social commentary as a companion to the linear viewing experience.

What qualities do you look for when making a new hire?

I look for individuals who can celebrate the existing culture while simultaneously driving positive change. It’s so important to recognize the breadth of talent in this industry, while adjusting to rapid industry evolution by recruiting talent with new and varying skills.

Name one emerging trend in cable we should all have our eye on.

Marketers should approach social media as central to the marketing mix, as opposed to an ancillary activity. Social media should be a consistent thread across a marketing program, serving a different mix of goals based on plan phases.