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Profile: David Asch, Executive VP of iN Demand Networks

Jan 17, 2008  •  Post A Comment

The player: David Asch, executive VP of iN Demand Networks.
The play: Mr. Asch is helping to boost the profile of all-HD network Mojo, which became a full-time linear channel last year after four years of providing programming blocks and pay-per-view content for other networks. Mr. Asch negotiates licensing rights for original and specially developed programming, which makes up about 75% of Mojo’s air time, as well as getting rights from studios to show as many as 100 movies a year. Mojo is a division of iN Demand Networks, which is jointly owned by Cox Communications, Comcast and Time Warner.
The pitch: Instead of having one kind of programming genre, such as sports, travel or business, Mojo has original programming within all of those genres specifically geared toward affluent men in the 18 to 49 age range, such as travel show/worldwide pub crawl “Three Sheets” and “Bobby G: Adventure Capitalist,” a finance series featuring entrepreneur Bobby Genovese. “We can’t just be hi-def for the sake of being hi-def,” Mr. Asch said. “It all has to fit the audience we’re trying to target. We hopefully air what an affluent audience would watch.”
Backstory: Mr. Asch is six years into his second tour of duty with iN Demand, having first worked there in finance and business development from 1997 to 1999. Mr. Asch worked for a food startup between his iN Demand stints, and previously worked for Citibank and Deloitte & Touche. Born in Arizona and raised in Oklahoma and Connecticut, Mr. Asch received his undergraduate degree from Stanford and an MBA from Harvard.
Blu-ray or HD DVD: Mojo, which licenses some of its programming for DVD distribution, doesn’t sell any high-definition discs because of the dual-format situation, Mr. Asch said. “Until there’s a definitive format, it just doesn’t make sense,” he said. “I don’t know who the winner will be. I’m just waiting for a winner.”

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