In Depth

Testimonial: Char Beales

Kyle McSlarrow is a consummate connector, collaborator and communicator. When I first met him four years ago, like so many people new to the cable business, he asked, “Why doesn’t cable tell its story?” I responded that we just needed more singers in the chorus and invited him to join the choir.

Since then, Kyle has become one of the clearest, most melodic voices. Never a soloist, he unifies and blends the industry’s disparate voices into strong harmony. Here are a couple of examples of how that sounds.

In the process of creating a campaign to promote cable’s innovative and valuable services to policy-makers and legislators, Kyle knew he needed a marketing filter. So he requested the participation of CTAM Marketing Co-op leaders Sam Howe and Joe Rooney. They collaborated with NCTA staff and their agency to create compelling messages that not only resonated in Washington, but outside the Beltway.

Kyle understands the marketers’ desire that the NCTA speak to all consumers, even when the wonks are the target. This cooperation has added depth to the strategic thinking and yielded results that “play in Peoria.”

More recently, Kyle’s superior communication and connector skills were spotlighted as he gathered the industry in support of the broadcast digital television transition. An alliance of cable companies, networks and associations far exceeded the commitment to consumer education. Cable contributed more than $275 million in commercial airtime and garnered 98 million earned media impressions. Then, to manage a potential crisis, Kyle called on cable companies to jointly establish a national DTV transition call center. His vision led cable to demonstrate its strengths—and Washington noticed.

The cable business is thriving with Kyle in our midst. We appreciate his keen intelligence and fresh perspective. But more, we’re excited by his ability to bring us together to tell the cable story in actions and words, and receive the sometimes elusive credit we deserve.

Char Beales is president and CEO of the Cable & Telecommunications Association for Marketing.