Over the last year, Swittenberg helped oversee USA’s new brand positioning and tagline “We the Bold,” which encapsulates its evolved programming strategy. In this venture, Swittenberg helped the network’s marketing team set forth a brand-positioning that reflects the values and interests of today’s modern audiences by evoking courage, resiliency, risk-taking and authenticity. Swittenberg cites USA’s own “Mr. Robot” as an example of a program that features diversity: “It’s great how they cast Rami Malek, an actor of Egyptian descent in the lead role. It’s so unexpected.”

The technology that will most benefit cable over the next year is…
The Internet of things will have the biggest impact. Our devices, media players and smart TVs will get to the point where they can seamlessly talk to each other in ways that will further shrink the cap between content and viewers. Allowing all of us to spend more time watching TV and fostering the need for faster, more powerful data that only our industry can provide.

What television show/s – cable or broadcast – best embrace diversity?
“Mr. Robot” – it’s great how Rami Malek, an actor of Egyptian descent, was cast in the lead role. It’s so unexpected. Also, the way that women have so much power including Portia Doubleday and Carly Chaikin. Even the role played by Sunita Mani (as Trenton, a Muslim woman who wears a hijab). As a member of a society is fantastic. It’s all unexpected, but at the same time effortless and unforced.

My personal election campaign slogan would be…
Vote for me. I’m the Switt!

The Daily


Altice USA Kicks Off Optimum Rebrand

Altice USA is rebranding its mobile product from Altice Mobile, all part of a larger plan to align all Altice USA brands under the Optimum name.

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