HSN is deepening its integration of gamification across platforms, and Cotter’s team is at the forefront. Take its new series “Friday Night Game Night,” which prompted TV viewers to answer questions on devices to earn tickets and prizes—resulting in a 36% increase in game plays. Other examples include “The Serena Live Fashion Show,” a multichannel live streaming event during New York Fashion Week and the net’s first-ever, digital-only live streaming event, with Andrew Lessman. To keep herself and her crew engaged, her approach is “assembling a diverse team of people who are willing to try new things, experiment and research to stay on top of trends.”
What does the multiscreen experience look like in 3 years?
Today, we are starting to see early adopters view their brand as a globally programmed entity. In three years, this evolution will become a brand and network necessity. To continue to serve loyal viewers, and customers, companies will have to engage customers wherever they are by being platform agnostic and audience centric.
How do you keep yourself and your team engaged and informed on the changing multiscreen universe?
We live in a world that is constantly changing. What was new and relevant today will no doubt be antiquated in just a short time. I try to hire people that are curious and have a natural desire to stay relevant. By assembling a diverse team of people who are willing to try new things, experiment, and research to stay on top of trends, we help each other to stay engaged and informed.
To what degree will measurement factor into multiscreen monetization in 2016?
There is a lot of discussion around metrics, multi-channel behavior and monetizing this new business direction. Nielsen is doing some interesting work on understanding the behavior, but I don’t believe we’ve completely connected the dots on viewership, channel shifting and ROI.
What are your 3 go-to apps? HSN, Amazon and DirecTV
If you had to spend a month in the virtual reality, what would your environment be?
Maybe it’s because I work for a 24/7 live content retailer, but my virtual reality would involve a beach with no distractions and a spa!