Hearst Television has promoted John Robertson to Senior Vice President of Strategy and Distribution, succeeding the retiring Roger Keating. In this role, Robertson will oversee the company's distribution, technology partnerships, and ongoing initiatives related to ATSC 3.0 and addressable advertising.
This leadership transition ensures continuity for Hearst Television as it navigates the complex shift toward IP-based broadcasting and addressable revenue streams. By elevating a veteran with deep ties to Pearl TV and Run3TV, Hearst is doubling down on the technical and commercial viability of ATSC 3.0. This move suggests that large-scale broadcasters are moving past the experimental phase of NextGen TV into a period focused on standardized distribution and monetization. The industry should monitor how Robertson leverages the Viamedia.ai partnership to scale linear addressable advertising across Hearst's station footprint.
Hearst Television's distribution strategy sits at the center of the ATSC 3.0 ecosystem, where Pearl TV has been the primary consortium coordinating NextGen TV deployments across major station groups. In early 2025, Pearl TV announced that more than 75% of U.S. television households could receive ATSC 3.0 signals, a milestone that shifted the conversation from technical feasibility to commercial monetization. Robertson's deep involvement with Pearl TV positions him to push Hearst's stations toward that monetization phase, particularly as the consortium works to align retransmission consent frameworks with NextGen TV carriage.
On the addressable advertising front, Hearst has been an early participant in Go Addressable, the industry initiative that standardizes linear addressable ad insertion across participating broadcasters. Go Addressable expanded its membership in 2025 to include additional station groups and technology partners, signaling broader industry commitment to the standard. Meanwhile, Viamedia.ai launched its AI-driven addressable advertising platform in late 2024, offering broadcasters automated audience targeting for linear inventory. Hearst's partnership with Viamedia.ai gives Robertson a concrete technology stack to scale addressable revenue across the company's 34-station portfolio.
The technical infrastructure underpinning these efforts continues to mature. Run3TV demonstrated ATSC 3.0 datacasting capabilities for automotive and IoT applications at CES 2025, showcasing how NextGen TV spectrum can serve non-traditional broadcast use cases beyond video. For Hearst, this represents a potential ancillary revenue stream that Robertson's strategy role could help commercialize. The Television Music License Committee, which Robertson has also been involved with, handles music licensing negotiations that affect how broadcasters clear content for both traditional and IP-delivered streams, a growing concern as ATSC 3.0 enables hybrid broadcast-broadband delivery models.
For related background, see StreamingMeme's prior coverage of Blackbird names Adrian Wilding interim CFO to scale cloud video editing.
Hearst Television has promoted John Robertson to Senior Vice President of Strategy and Distribution, replacing the retiring Roger Keating. This leadership change is significant as the broadcaster shifts focus toward ATSC 3.0 monetization and scaling linear addressable advertising, ensuring continuity in its technical and commercial strategy for IP-based broadcasting.
John Robertson has been promoted to the role of Senior Vice President of Strategy and Distribution at Hearst Television.
John Robertson succeeded Roger Keating, who is retiring from his position as Chief Strategy and Business Development Officer at the end of the year.
Robertson will manage distribution negotiations, technology partnerships, and the implementation of ATSC 3.0 and addressable advertising initiatives.
The partnership provides a technology stack that allows Hearst to scale linear addressable advertising across its 34-station portfolio using AI-driven audience targeting.
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