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Change Management Cannot Happen Without Change Leadership

August 9th, 2018   ||    by Rick Howe

John Kotter, writing for Forbes, made an important distinction between “Change Management” and “Change Leadership.”

“The terms are not interchangeable,” Kotter writes. “The distinction between the two is actually quite significant. Change management, which is the term most everyone uses, refers to a set of basic tools or structures intended to keep any change effort under control. The goal is often to minimize the distractions and impacts of the change.”

“Change leadership,” Kotter continues,” concerns the driving forces, visions and processes that fuel large-scale transformation.”

I wrote recently for MediaWave that the television industry embraces change. We thrive on change.

At the start of my 12-year stint at Showtime Networks, I worked for John Sie. John was beloved by his staff, but he occasionally left them befuddled: he was so quick and brilliant that he could visualize where changes in the subscription television sector of the industry would end up. The trick was figuring out how to get to John’s vision.

(For my part, I cheated. I simply assumed John was right and worked backwards.)

But the key was that John provided the vision, the inspiration and the leadership that enabled Showtime to not only compete with HBO, but to create a multi-pay market that had previously not existed. During this time, both Showtime and HBO had EXACTLY the same movies. But what we offered was that tonight, at 8 PM, we would have two different movies to watch. We had to create the marketing tools to make it happen, but we wouldn’t have even considered the possibility until John stood up and said, “There! That’s where we’re going.”

In the world of television advertising, particularly for local broadcasters, both change management and change leadership come into play.

Videa is a supply-side platform that brings automation and data-driven targeting to the buying and selling of television advertising. They provide the tools and structures that enable local broadcast television stations to dramatically increase profitability while reducing workload. And, importantly, Videa does that with minimum distractions to the existing processes and personnel.

For television advertising, Videa IS CHANGE MANAGEMENT.

But Videa cannot alone effect that change. They work in partnership with broadcast station owners and individual station management. They are CHANGE LEADERSHIP.

Videa currently operates in 145 markets in 46 states. 411 television stations!

That’s the key to Videa’s success. The industry is standing up and saying, “There! That’s where we’re going.”



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