Making HBO A Digital Entertainment Force, Alison Moore!
The first big threat to traditional advertising models on television came from the development of cable tv. Advertisers liked it even less when premium cable channels like HBO, Cinemax and Showtime offered viewers both original programing and advertisement-free television viewing at a price customers appeared willing to pay. As advertisers struggle with how to monetize streaming television technology, HBO is working to adapt to the digital transmission framework. For that, they have Alison Moore.
Alison Moore is the Senior Vice President of Digital Platforms for HBO. In that role, Moore is responsible for all aspects of HBOs online and streaming presence. It is her job to oversee the creation of a viable online subscription service for HBO, especially marketing its original content on the Internet. Her responsibilities also include promoting and positioning the HBO digital services to compete with established streaming services like Netflix and Blockbuster Online.
Moore is no stranger to helping HBO succeed and grow. In 1995, Alison Moore joined HBO as a marketing manager. In that role, she developed promotional tools that sold the HBO network to affiliates. Her efforts helped HBO to grow beyond the simple HBO prime. Through her efforts, the other HBO networks like HBO2 and HBO Sports were effectively integrated into new markets, increasing HBOs influence in the entertainment industry.
A marketing powerhouse, Alison Moore has had a surprising career. Educated at the University of Georgia, Moore holds a B.A. in Political Science, not marketing! With that degree, she went to work for Turner Broadcasting. At Turner, she had her first marketing job, as she served as a manager of Affiliate Relations and Marketing, which made her so attractive to HBO. After three years with Turner, she joined HBO, where she stayed until 1999. In 1999, Moore’s interest in the Internet led her to leave HBO for various Internet startups. With B2B Marketing, she helped launch Flooz.com and she co-founded DatSat. At DatSat, Moore gained a mastery of business development and market strategies for online companies. It was that experience that made HBO want her back in 2003.
Welcomed back into the HBO family, Alison Moore took on the role of Director of Brand Development. It did not take long before HBO executives noticed her work and promoted her to Vice President of Brand Strategy and Digital Platforms. Since then, she has tirelessly worked to make HBO accessible to subscribers over new digital streams. If you watch HBO programs on your smartphone or tablet computer, you have Alison Moore to thank!
Alison Moore’s mandate at HBO is to increase the market share of HBO in the streaming digital media market. To that end, she has initiated HBO’s Cloud initiative and is creating new programs that will allow HBO subscribers to make their subscriptions portable. Based on consumer demand, she is currently spearheading an effort to explore making it possible for HBO users to store a limited number of episodes of their favorite HBO programs on their tablet computers or smartphones! That type of creativity and responsiveness makes Alison Moore indispensable to HBO’s online growth!
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