ScreenHits TV’s Hulse And FreeWheel’s XU To Receive TVN’s Technology Women To Watch Awards

The recipients of TVNewsCheck’s annual Technology Women to Watch Awards — ScreenHits TV’s Rose Adkins Hulse and FreeWheel’s Yushi Xu — are emerging as promising innovators in the VOD and ad tech realms. They’ll participate in a TVN webinar with the other WIT honorees on Sept. 28 (register here) and receive their awards at the NAB Show on Oct. 12 (register here).

TVNewsCheck will present its annual Technology Women Women to Watch Award to Rose Adkins Hulse, founder and CEO of ScreenHits TV, and Yushi Xu, senior architect at FreeWheel.

The award will be presented during the NAB Show on Oct. 12 at 6 p.m. in the Las Vegas Convention Center. Hulse and Xu will also join this year’s other Women in Technology honorees in a webinar on Sept. 28 at 1 p.m. ET looking towards the industry’s technology future and the most pressing challenges they face.

Hulse, who has built a career in content distribution sales, developed an app allowing consumers to aggregate all of their video-on-demand subscriptions in one place, while providing relevant suggestions for what to watch.

“Rose developed the product and technology software infrastructure, business plan and strategic partnerships, raising more than 6 million pounds and recruiting a staff of 25 for ScreenHits Ltd. and the ScreenHits TV app,” said TVNewsCheck Publisher and Co-Founder Kathy Haley. “Her work has established her as an innovator in a trending sector of the media and entertainment industry.”

Working in an entirely different sector of the industry, Yushi Xu is one of the leading minds behind FreeWheel’s unified ad decisioning technology, which lets advertisers buy and track campaigns across linear TV and digital in a single order.

“Yushi Xu’s work bridging the gap between linear TV and digital video while automating the scheduling and tracking of advertising solves critically important business challenges at MVPDs, programmers, advertisers and their agencies,” Haley said. “Her use of AI to enable technology to optimize campaign planning and scheduling amplifies her team’s achievements, while her creation of programs to promote machine learning and open source software have contributed to her efforts to inspire and mentor women engineers.”


Recognizing women who have contributed significantly to advancing their industry technologically — or who show great promise of doing so — the Women in Technology Awards support the National Association of Broadcasters Leadership Foundation’s Technology Apprentice Program, which provides training and internships to women or people of color.

Register here to attend the 11th annual Women in Technology Awards Presentation Ceremony and Reception at NAB Show in Las Vegas.

Register here for a TVNewsCheck webinar featuring all five 2021 honorees offering their thoughts and predictions about the most important technology trends shaping up for 2022.

Previous Technology Women to Watch Award honorees include:

  • Sally Hattori, executive director, product development at Walt Disney Studio’s StudioLAB
  • Kate Ketcham, director, Media Composer product management, Avid
  • Deb Grivois, director of engineering, WLWT Cincinnati
  • Katy Noland, senior R&D technologist, BBC
  • Larissa Goerner, director of advanced live solutions, Grass Valley
  • Deborah Adeogba, now senior media experience manager, Microsoft
  • Jennifer Leung, now senior director at AppD Labs and Emerging Tech
  • Anne Marie Rohaly, director of accessibility policy and standards, Microsoft
  • Tania Paz, VP of digital media operations and technology, Telemundo
  • Yvonne Thomas, now strategic technologist, Digital TV Group
  • Sara Kudrle, now marketing director, PESA and VP education, SMPTE
  • Alison Neplokh, now VP innovation and strategy, NAB

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