Dazzling Content Can Trump Disruptors

The best defense against disruptions to the TV distribution technologies for traditional broadcast and cable TV companies is to continue generating the most compelling programming content possible.

Or at least that was one point that several TV executives appeared to agree on during the opening session at the National Cable & Telecommunications Association’s annual convention in Washington on today.

“For us, it’s all about content,” said Matt Blank, chairman-CEO of Showtime Networks Inc. “If people want our content, all distributors are going to want our content and all consumers are going to want our content,” he said during The Cable Show’s opening session. “I want to be the most desired alternative when somebody turns on their television or fires up that iPad or fires up that smartphone.”

Added Anne Sweeney, co-chair, Disney Media Networks and president, Disney-ABC Television Group: “I think we all realize that the consumer has taken control and that they’re not giving it back. So every new technology that comes forward is something that we have to integrate into the way we’re thinking about distributing our content.”

Josh Sapan, president-CEO, AMC Networks Inc., said his company looks at every new TV distribution platform as an opportunity to expand the audiences for The Walking Dead and other hit programs on his network.

“That’s been successful bringing in lots of new people for subsequent seasons,” he said.

Blank also told convention-goers that it drove him “crazy” to continually read media reports touting the “disruptive” newcomers to the traditional broadcast and cable TV. “I think your [news media] favorite companies are companies with no revenue and no earnings,” Blank said.

He added that Disney, AMC and Showtime — which he also said continue to grow revenues and free cash flow — draw yawns from the media in comparison. “Disrupt me every day like that,” he said.

“When you talk about companies that are disruptive, the best companies are those that are responsive to consumers,” added Sweeney. “We know consumers love our brands, love our programming. We know they want to hold them [Disney shows] in their hands and take them wherever they go, and we’re making sure they can do that,” she said, through Watch Disney Channel, Watch ESPN and Watch ABC.

Ali Rowghani, Twitter COO, said his company views itself as a complement to the traditional TV model, offering ways for broadcasters and cable operators to promote chatter for their shows and add to their audiences.

“Among the technology companies of our ilk, you’re not going to find a bigger fan — a bigger supporter — of the TV business than Twitter,” Rowghani said.

“My statement would be to view technology as a friend, as an enabler of new experiences for your customers, as opposed to a foe,” Rowghani continued.

In his opening keynote, Michael Powell, NCTA president-CEO, vowed that the cable TV industry would continue its support for an open Internet.

“It’s our job to manage our networks to keep the Internet humming as the world’s greatest engine of innovation,” Powell said. “We will continue to meet the explosive demand for Internet capacity, investing, innovating and competing aggressively but always fairly.”