“I really don’t see any other answer given this confluence of trends,” Rogers told the audience at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In a one-on-one interview conducted by Joanna O’Connell, Chief Marketing Officer at MediaMath, Rogers referred more than once to a “true crisis in traditional linear TV viewing.”

While the viewing decline has been happening for about 25 years, Rogers thinks it’s coming to an inflection point. A major contributing factor is the continued rise and popularity of non-ad-supported programming. Hours of YouTube viewing  “is just about to hit a level that exceeds all global traditional linear TV viewing,” said Rogers, who is Executive Chairman of WinView Games and Chairman & CEO of TRget Media.

However, the plethora of data and technology providers that cater to one segment or other of the audience targeting and measurement business doesn’t make things easier for advertisers and agencies, according to Rogers. Which leads some advertisers to throw up their hands in frustration and cede that ground to their agencies.

“To be frank about it, the agencies are for the most part not the people with the greatest incentives in the world to kind of drive a more cohesive integrated simple approach to this,” Rogers said. “They kind of thrive on that complexity because it makes it more necessary for advertisers and brands to rely on them.”

On the TV sales side, as better targeting and addressability drive more efficiency and ROI, waste is removed but most likely less money will change hands. “And with less spending, those particular players in the equation have a harder time seeing how they win,” he added.

Rogers likened consumers chasing skinny bundles and other alternatives to watch their favorite programs to the dynamic between a wealthy husband and a younger wife. Asked if she would still love him if he lost all his money, her response was: “Of course honey I would still love you, but I would miss you very dearly.”

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is Executive Chairman of WinView Games and Chairman and CEO of TRget Media.

Since the financial crisis, most companies have implemented spending cutbacks and increased productivity to help drive profitability. Yet with more than $70 billion spent on TV, it’s been an overlooked line item.

“You would have thought by now that we would have a marketing sector that was infinitely more steeped in being able to deliver ROI based on television advertising expenditures,” Rogers says in this interview with Beet.TV at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. “And we’re still in a fairly primitive state.”

He recalls that when he was President and CEO of digital video recorder pioneer TiVo, Procter & Gamble was among the first major advertiser to recognize the value of minute-by-minute set-top box data that could be matched with purchase data.

“That’s the future,” says Rogers, given the long downhill slope of linear TV audiences.

For the last 25 years, broadcast network audiences have been dropping by a compound annual rate of about 3% each year, according to Rogers. Since 2014 alone, the traditional linear TV world has lost about 581 billion impressions—or roughly an 18% decline in audience delivery.

“Yet when you look at pricing over that same 25 years, you’ve had compounded annual growth of CPM’s at about 2.5% a year,” he says.

The only way TV networks can adapt is being able to show the value of reaching audience segments based on sales results, or being able to deliver an addressable ad “that can really be connected to an outcome.”

Without such a tool, “pricing I think is going to be dramatically diminished. This will finally light a fire under both networks and ad agencies.”

Even with the rise of video providers like Facebook, Hulu, Netflix and others, “they haven’t filled the bucket of the 581 billion we’ve lost,” says Rogers. “So we’re still dealing with a bit of scarcity relative to total television audience impressions.”

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

“I was an avid reader of TV Guide as a kid – stacked ‘em up on my bedside table,” Rogers tells Beet.TV in this video interview. “The page I read the most was about FCC regulations that nobody else … cared about. It got me hooked on how this industry and government interface.”

Rogers became a lawyer, later becoming senior counsel to the U.S. House of Representatives Telecommunications, Consumer Protection and Finance Subcommittee, where he drafted telecoms law including the 1984 Cable Franchise Policy and Communications Act.

That period presented him with his most challenging career setback, trying to steer through some significant new cable TV legislation.

“Two days before Congress was adjourning, it looked like it had stalled in its tracks, it was over, the National Cable Television Association basically threw in the towel,” he says. “I spent an entire night … with the chief counsel for ht eRepublican judiciary committee, trying to come up with a compromise.

“In that 48 hours, I went from feeling total dejection, the worst setback I could have imagined of two years of work’ evaporation, to believing we could get it done. With a few hours left, we rushed it through both houses… to president Reagan for signature.”

Rogers jumped the fence from regulation in to the TV business proper when he became an NBC executive, founding CNBC and the MSNBC joint venture, as well as helping to form National Geographic Channel and Court TV. He credits former GE CEO Jack Welch, whose company owned NBC, with having given him his key business lessons.

“Being in a company where you’re able to see how a leader like that was able to drive businesses, allow new businesses to be created like CNBC and watch how he motivated an enormous organisation, running a company which needed to be reinvented,” Rogers remembers.

Now Rogers sees the future of media not in hundreds of channels but in one – the personal channel.

The piece of that I think’s going to become a much bigger factor … is the personalization through filtering of relevance from all kinds of data inputs,” he says. “That’s an exciting thing for young people to get involved with.”

Just as a young Rogers enthused about the media business, so, too, he says the industry is exciting for the next generation.

Everybody thinks we’ve hit the new frontier and that it’s going to stabilise. It’s never going to stabilise,” Rogers says. “It’s constantly going to be in motion. New innovators will constantly change the approach to how this is done.”

This is segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and AOL.

Rogers was interviewed  for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

Ask the TiVo CEO and president to see the future of media and he’ll tell you clearly – personalization, something which will forever break the editorial control of Big Media and the tyranny of choice.

“That control has developed over time from a handful of broadcast networks, to some cable channels, to a ton of cable channels and video on demand, to TV Everywhere, to streaming services, to the wild world of web video,” Rogers tells Beet.TV in this video interview.

“But it’s going to go much further than that. The piece of that I think’s going to become a much bigger factor … is the personalization through filtering of relevance from all kinds of data inputs.”

Media personalization has been talked about for years. In 1995, digital media soothsayer Nicholas Negroponte described what he called “The Daily Me“: “Imagine a future in which your interface agent can read every newswire and newspaper and catch every TV and radio broadcast on the planet, and then construct a personalized summary.”

In truth, personaliaztion, even in digital media, has not come very far, with most consumers still reading or watching packages of channels or stories curated for them by providers.

Rogers sees a sea-change coming, however. “We’ll know what you’re viewing habits are, what critics you most follow, what your friends and family recommend to you, what you’re specialized hobbies and interests are, and we’ll know what’s buzzy in the areas your care most amount,” he says.

“We capture all that data and are able to put together a highly filtered dashboard of all the things you would care about in a world of infinite choice, filtered down to your personal choice and tastes. Any time that you’re interested in watching television … the personalization of that experience will give you something complete control.”

Trained as an attorney, Rogers was once senior counsel to the U.S. House of Representatives Telecommunications, Consumer Protection and Finance Subcommittee, where he drafted telecoms law including the 1984 Cable Franchise Policy and Communications Act.

Later an NBC executive for several years, he founded CNBC and the MSNBC joint venture, as well as helping to form National Geographic Channel and Court TV. After that, Rogers was CEO of diversified targeted media group Primedia.

Now he hopes to bring the world of TV and video, no matter what the source, together. “Infinite choice meets personalisation, and the ability to tame exactly what you want to get your arms around,” he says.

“That’s an exciting thing for your people to get involved with. Everybody thinks we’ve hit the new frontier and that it’s going to stabilise. It’s never going to stabilise. It’s constantly going to be in motion. New innovators will constantly change the approach to how this is done.”

This is segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP.

Rogers was interviewed  for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.