Scott Collins, Executive VP, National Advertising Sales, AMC and WE tv

Clarity, creativity yield rainbow of rewards

By Jon Lafayette -- Broadcasting & Cable, 6/27/2011 12:01:00 AM

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Scott Collins’ first job out of school was working as a research analyst for Nielsen. “I called people up and read them the ratings on the phone,” says Collins, now executive VP, national advertising sales, for AMC and WE tv.

Since then, technology has reshaped the media world. But with all the buzz surrounding all things digital, Collins says he thinks it’s a great time to be in television. “Obviously digital is important and growing, but I think the power of television is something that’s really being reinforced this year. And I want to ride that puppy,” he says.

Collins joined Rainbow Advertising Sales overseeing WE tv sales in 2008 from NBCUniversal Cable. Since then, ad revenue has risen 72%. He added AMC to his portfolio in 2010. In the first quarter, the networks’ ad revenue was up 15%.

“WE tv is really crystallizing its brand, focusing on women that are interested in all things family,” Collins says. “With being clear in definition comes great rewards for us.”

AMC has been redefined by its outstanding original programming, including award winners Mad Men and Breaking Bad and highly rated The Walking Dead.

“The beautiful thing about AMC is there’s nothing cookie-cutter about it. Every original is distinct and unique,” Collins says. “It’s pretty amazing.”

And what does Collins think he brings to the party? “I feel that I am a good listener. I try to be a good partner for clients. I want to be creative in the solutions we offer them. I think I’m an easy person to work with. And I’m fun at parties,” particularly those with karaoke.

Collins’ abilities will become more prominent as Rainbow gets spun off from parent company Cablevision Systems into the new public company AMC Networks. “My goals are to find as many ways as I can to contribute in a meaningful way to AMC Networks as it launches in an independent form and try to be a voice for our advertising customers as we evolve deeper into original programming,” he says. That original programming enables new advertising opportunities, such as video on demand, on which he says clients are now asking to advertise.

Collins also sees a role for himself as a mentor to the earring-wearing members of the millennial generation who are just joining the industry. When he jokingly tells them to get haircuts, they decline. “The Millennials. They’re individualists. I respect them, I truly do,” he says. “I get a kick out of them.”