Mac McKean

VP, Digital Media
Rainbow Media

Why Him? Despite his technical bent, McKean realizes that ultimately con- tent is key. Using video, games and chat, he’s made AMCtv.com into one of the industry’s richest, most entertaining companion experiences for linear TV.

Going Deeper: McKean’s specialty is creating immersive experiences. The new site for AMC’s mystery series The Killing is “an interactive fictional world where you can explore the bedroom of the victim, rifle through her computer and watch her old video blog entries,” he says, noting fans can also play detective via a Facebook game.

What You’’d Like Digital Devices To Do: “This may be an unexpected answer, but I’d like to see a greater focus on making our digital devices friendlier to our physical selves – comfortable and attuned to the way our hands, tendons and eyes work.”

What You Miss About Analog: “I think using digital devices changes the way your mind works. I miss the analog way of thinking and reading books, although I don’t miss checking my answering machine by dialing in from a pay phone or depending on one newspaper for all of my information about the world.”