NEW YORK (AdAge.com) -- In a sign of how technology and consumer patterns are forcing change in traditional media-industry organizations, CNBC said today it had named a chief revenue officer, a new position at the network intended to make it money from its efforts to send its content across any number of different venues.
CNBC said Tom O' Brien, formerly exec-VP of NBC Universal's locally focused "New York Nonstop" digital-cable outlet, a 24-hour channel focused on New York City, would take on the new role.
The idea behind creating the role is that the business-news channel needs to focus "on getting the full value for CNBC's exceptional brand across all platforms and commercial opportunities -- TV, digital, international, branded content and other growth platforms as they come along," Mark Hoffman, CNBC's president, said in a statement.
As consumers continue to demonstrate an interest in getting TV and print content via digital means -- on an iPad screen, at a computer or through on-demand cable and satellite technology -- media outlets have had to scramble. No longer are they simply transmitting entertainment and information in a linear manner. Instead, they are finding they must beam that same content to dozens of different, often smaller, audiences, and must tailor it for those people every time. And then they have to make sure they make money in each scenario.
The development is pushing media concerns to reorganize themselves. Earlier this month Conde Nast named Joe Simon, formerly the chief technology officer at Viacom, to become the magazine company's first chief technology officer. Mr. Simon is expected to oversee digital and tech operations, and focus on developing digital products for platforms such as the Apple iPad.
Mr. O' Brien has a long history at NBC Universal's local media operations. Before taking the role at CNBC, he had roles as president-general manager of NBC Local Media New York and president-general manager of NBC-owned stations KXAS in Dallas-Fort Worth and WVIT in Hartford. He is expected to develop a "revenue strategy that has monetization of the brand, customer solutions and growth at its heart," Mr. Hoffman said in the statement.