Debra OConnell is president of networks for Disney Media & Entertainment Distribution, where her responsibilities include P&L oversight of all Disney linear channels, as well as business planning, network/channel commercial marketing and audience strategy for the ABC network, its owned stations and cable networks. that includes Disney Channel, ESPN Networks, FX Networks and National Geographic.
ABC Owned Television Stations is an unparalleled group that captures the lion’s share of ratings points and viewer loyalty in its eight markets and serves the division B+CThis year’s Station Group will be honored in 2022.
OConnell assumed the expansive role in late 2020, following her stint as WABC New York president and general manager. She is also president of the International Radio & Television Society (IRTS) and is on the board of TVB and The Broadway Association.
She talked along B+C on her highlights in 2022, how broadcasting remains relevant in an increasingly mobile world, and what she’s looking for in 2023. An edited transcript follows.
B+C: What drew you to the position of network chairman a few years ago?
Debra O’Connell: It was the perfect height and transition, all at the right time. What drew me to this role was the opportunity to take my, at the time, 23 years of experience across Disney and nearly 30 years across the industry. You think about how your skills have prepared you for an opportunity like the one that was in front of me, meaning I had both business and creative and content sides. I had an opportunity to continue to keep the #1 station in the country [WABC New York]and this incredible team, as part of my purpose, as well as having the opportunity to work across our network again.
When I think about the companies that had so many similarities and adjacent opportunities, it was a very attractive opportunity for me to consider.
B+C: How did running WABC prepare you for this position?
DO: When you manage a television station, especially one the size and market area of WABC in New York, and also have the opportunity to manage a nationally syndicated show, Lives with Kelly and Ryan, you think that you are sitting in several rooms – everything from news, from the development of original content, long form and short form. We had just launched our CTV apps while I was at WABC. Touching every platform, as well as working extremely closely with our distribution team because of our content sales and distribution with Lives with Kelly and Ryan, and also the national efforts there … The fact that New York is such an important market in terms of running our network business, whether it’s ABC Entertainment or ABC News — working closely with those groups and also having the opportunity to be part of The Walt Disney Company, we would use to tell the stories around the stories that were told. It was great access to content and having that wide breadth and depth of experiences and touchpoints, as well as driving the P&L for the station and the whole business operation – it prepares you to do that more broadly, either by taking these best practices and working across different groups, or to be able to collaborate in a really deep way with partners across the organization and the industry.
B+C: How do you ensure that the networks have the same presence for users on the go as they do for linear viewers?
DO: We have very robust TV everywhere platforms. Our ABC app actually gives you access to a variety of content options. As an approved user you can watch us live and we were the first broadcaster to be live on a mobile on-the-go platform. At the same time, we have offers for those who are not approved. News is something we want our communities to have access to at any given time.
We are constantly improving and looking at our user experience within ABC News and ABC-owned television stations. Earlier this year, we launched a few efforts to ensure we’re connected to our audience, no matter where they are or how they choose to be served. One was our 24/7 ABC-owned television stations, streaming channels across our eight markets. We developed a really good partnership in terms of programming and scheduling and content window between ABC News Live and ABC Owned Stations. Inside Hulu, if you’re in one of our eight markets, you’ll have an ABC News Live channel that brings you the best of both national and local news.
We’re constantly looking at ways our consumers want to engage with us in any space, and certainly the ability to connect with them on the go through a variety of access points. We want to make sure they have the opportunity to engage with us, to get information from us, for us to entertain them.
B+C: What are you most proud of in terms of your portfolio this year?
DO: First the team. The whole team, across not just the network group, but the whole company, because it’s a team sport.
Second, and almost tied to the first, our strength, our No. 1 positioning against our competitive set, in each of the areas of focus that we have across our networks, across ABC-owned television stations. We know that we serve our communities and our audiences that they want to receive us because they engage with us.
The fact that we continue to have growth in live entertainment – everything from year-over-year increases in the Oscars, CMA Awards, New Years eve — we have a very good opportunity to continue to show off our strengths. When you think about sports, we’re experiencing our high-water mark over the last three years across ESPN and ESPN2, and also our ABC Sports portfolio.
We have the largest growing cable network, FXX. We serve our audience with a very specific programming strategy that we developed around adult animation, and that’s a given [FXX] incredible growth this year.
B+C: Looking ahead to 2023, what is the biggest challenge for broadcast networks?
DO: Environment. The last several years have been somewhat challenging from a news coverage perspective, because there are many shifts and twists. At times it feels like a scripted narrative, like we actually created a series like what we’re living through. The healthcare system is part of it. You cover really challenging moments for communities,
which affects everyone who works for you and affects the long-term ability to continue earning. But these teams are resilient across the industry.
And then competition. I don’t see it as something that takes over the strong
position that we have as broadcasters and our network group. It is share of the attention. We will continue to ensure that we deliver the highest quality and continue to be the best in the industry because consumers have choices. We need to make sure we meet their value proposition. It’s more of a continued challenge in a positive way.
B+C: Tell me about your efforts to mentor young leaders.
DO: One of my favorite quotes is, life begins at the end of your comfort zone. As opportunities arise, some leaders or aspiring leaders are often concerned with, do they have the right qualifications? I encourage them to consider not only raises, but job expansions where possible, meaning is there an opportunity for a budding manager to sometimes take a lateral step to expand their expertise? I have done that several times.
We are very fortunate to work for The Walt Disney Company. Our access to opportunities is unlimited. There is no better place to become a student of a company, and there is no better place to open up opportunities to expand not only your knowledge, but to reach out for stretch assignments so you can lean into different opportunities. It gives you a chance to realize what you love and maybe what you don’t.
There is nothing more rewarding to me than seeing young potential leaders continue to grow and being a part of that. Maybe they have taken some of your advice
and it has helped them throughout their careers.
I also try to remind people to always throw kindness like confetti. ■
