Mara Winokur

Winokur continues to expand Starz’s content reach through important digital deals, such as the SVOD agreement for “Flesh and Bone,” which marked the programmer’s first global deal. She’s responsible for building and growing Starz’s worldwide digital footprint and increasing revenues on its properties through many initiatives. While Winokur’s position oversees the distribution, licensing and marketing of all content, she’s also spearheading IP licensing and app creation initiatives. Winokur stays on top of the changing industry by observing her kids’ behavior. “What they are doing with technology, or want to be doing with it, is where the industry is moving,” she says.

How do you keep yourself and your team engaged and informed on the changing multiscreen universe?

Naturally we follow the trades and attend industry events but I find that we learn a lot from our

regular meetings with our partners, even though that’s not what we’ve scheduled these meetings

to talk about. Listening to what my kids are doing is also a great source of information – what they

are doing with technology – or want to be doing with it – is where the industry is moving.

To what degree will measurement factor into multiscreen monetization in 2016?

The key to monetization eventually always becomes being able to value your spend and that

requires some sort of measurement. Companies may be willing to spend with no ROI information

at first, but eventually you need to value – and understand – where your money is going. So

measurement is key and there are several companies working to crack this. But I don’t see it being

solved in 2016.

What are your 3 go-to apps?

I just moved to LA a few months ago (from NY) so Yelp to help me find places to go, Waze to help

me get there, and FindMeCoffee to help me get through the getting there.

If you had to spend a month in the virtual reality, what would your environment be?

On a boat on the ocean. With no internet or phone service . . . yes, I do realize the irony of that.