With much riding on TV One’s inaugural NAACP Image Awards this year, Finney executed a seamless marketing campaign that delivered the top ratings in the network’s history among total households. She also oversaw the rollout of new brand creative for tent pole occasions such as Black History Month and Black Music Month. “We have to stay in front of our viewers’ desire for more and more control of when and where they consume content and their ever-growing demand to also control the story through social interaction,” she says.
What’s the definition of diversity in 2014, and how can the cable industry do better in the area of inclusiveness?
Just as we need our content to be platform agnostic, that same principle should apply to talent and ideas. All varieties should show up everywhere and anywhere without regard to race, gender, person connections or ideology.
What qualities do you look for when making a new hire?
I look for someone with a strong work ethic and a proven ability to bring unique creative solutions to every challenge. I also look for a killer sense of humor and unbridled passion for all things entertainment.
Name one emerging trend in cable we should all have our eye on.
We have to stay in front of our viewers’ desire for more and more control of when and where they consume content and their ever-growing demand to also control the story through social interaction. If story is everything…one that builds a rich relationship with the audience is a gold mine.