Cooper develops marketing strategies for Fox Networks’ distribution efforts, and this year he oversaw numerous partnership marketing implementations with Fox Networks’ largest pay-TV partners. With customers becoming more diverse, “it’s imperative that the cable industry knows how to reach and communicate with them, as well as understand their likes and dislikes. That means incorporating a different, less traditional way of viewing things.”

What’s been the biggest story in cable this year?

From a scale and timing perspective, it would have to be industry consolidation; specifically the ATT/DTV and Charter/TWC mergers.

How do you define diversity?

Diversity is the equal acceptance and respect of identities and histories, which allow for the narration of different stories to be told from various perspectives.  As cultural influences continue to flourish, technological improvements are also increasing the rate of information exchange—both domestically and internationally. Traditional appetites for legacy programming and entertainment options have given way to a desire for customization and curation. This has led to increased targeting, segmentation and the development of alternative programming options for a growing and diverse customer base. To attract and keep these new customers, in the face of strong competition, it’s imperative that the cable industry knows how to reach and communicate with them, as well as understand their likes and dislikes. That means incorporating a different, less traditional way of viewing things. The companies and organizations that will thrive in this new environment are the ones that can successfully embrace change. That means investing in a workforce that continuously thinks outside of the box, offers new perspectives and provides actionable insights for companies to exploit business opportunities.

How can cable better support diversity?

Technological improvements are increasing the rate of information exchange, and cultural influences are flourishing—both domestically and internationally. Traditional appetites for legacy programming and entertainment options have given way to a desire for customization and curation. This has led to increased targeting, segmentation and the development of alternative programming options for a growing and diverse customer base. To attract and keep these new customers, in the face of strong competition, it’s imperative that companies know how to reach and communicate with them, as well as understand their likes and dislikes. That means incorporating a different, less traditional way of viewing things. The companies and organizations that will thrive in this new environment are the ones that can successfully embrace change. That means investing in a workforce that continuously thinks outside of the box, offers new perspectives and provides actionable insights for companies to exploit business opportunities.

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