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Verance Retains Former Media General COO Deb McDermott

San Diego, CA, March 14, 2017 – Verance Corporation has retained one of the industry’s most prominent broadcast industry executives, B&C Hall of Fame honoree and former Media General COO Deb McDermott, and her McDermott Media Group (MMG).
In announcing the collaboration, Nil Shah, CEO of Verance, said their goal will be to introduce next-generation television benefits to broadcasters by providing them with immediate access to Verance® Aspect™.

Enabling measurable, personalized and interactive television at scale, Aspect is a content measurement and enhancement solution that has been adopted as a fundamental component of the next-generation TV standard, ATSC 3.0. Importantly, Aspect works in today’s ATSC 1.0 environment, accelerating the benefits of next-generation television. One of the key features of Aspect is to empower broadcasters with data independence by delivering first-party audience measurement on any device.

Among other Aspect highlights are its abilities to enable television networks and stations to:

  • Deliver on advertisers’ demands for national and local audience targeting;
  • Provide analytics on an advanced data platform that augments first-party data with third-party, cross-screen psychographic, demographic and other data;
  • Respond proactively to shifts in consumer behavior and trends.

The Verance alliance marks the debut of MMG, which Ms. McDermott has launched with executives with more than 150 years of combined leadership experience in building and operating high-performing broadcast and digital media businesses.

“Deb has amassed a phenomenal track record of innovation and success across broadcasting and digital throughout her career, and we are excited to have her and her great team onboard,” said Mr. Shah. “By tapping into Deb’s exceptional operating expertise, we will pave the way for broadcasters to use Aspect to get the benefits of ATSC 3.0 in today’s ATSC 1.0 environment.”

Ms. McDermott commented, “For my new company to come out of the gate working hand in hand with the visionary team at Verance has been exhilarating. I find Aspect to be incredibly cutting-edge, providing an attractive, cost-efficient, game-changing technology to improve broadcasters’ sales, measurement and interactive abilities.

She added, “Aspect offers the only pathway for standardized reporting based on its collection of cross-screen, first-party data. For networks and stations to be able to capture and own this critical data outright, and to use this technology in conjunction with products from other vendors, marks a significant milestone for the broadcasting business.”

About Verance

Verance provides solutions that enhance, measure, and protect content. The motion picture industry implemented Verance content protection solution as part of the Blu-ray Disc standard used by the major studios and all Blu-ray device manufacturers. The television industry selected Verance content measurement and enhancement solution as part of the next generation TV standard, ATSC 3.0, enabling measurable, personalized and interactive television at scale.

About McDermott Media Group, LLC

With a team that has more than 150 years of combined leadership experience building and operating high-performing broadcast and digital media businesses, the McDermott Media Group provides an array of services to growing and transitioning businesses, including strategic planning, corporate restructuring, research & analysis, cross-platform audience development, training & personal development and sales & marketing. These areas encompass acquisition due diligence, M&A transition planning, retransmission negotiation research and analysis, content development / acquisition, social media strategy, app development, advertising yield management and executive coaching.

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Jim Benson / Kevin Broderick
The Lippin Group
[email protected] / [email protected]

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