Fred Dressler's Art Of The Deal

Cable World, Dec 4, 2006

A skillful negotiator and nurturer of relationships, Time Warner Cable's Fred Dressler became the archetype of the tough MSO programming exec. Along the way he vastly expanded choices for cable customers. Although he'll be retiring at the end of the year, his influence will live on. His successor, Melinda Witmer, and programming execs at other cable operators, when sitting at the negotiating table with content providers, will, for years, continue to ask: "WHAT WOULD FRED DO?"

Fred Dressler's negotiating counterparts will admit to engaging in bloody battles with him, but deny that there is lingering bad blood. Network programmers now recount their toughest bouts with good humor, respect

and fondness. And maybe a touch of awe.

That's fitting tribute to Dressler, Time Warner Cable's EVP of programming, who is retiring this month after developing a reputation as one of the industry's most skillful negotiators of network carriage deals, and whose adversaries dubbed him a gatekeeper, the Godfather or worse.

Executives at cable networks note his significant role in advancing cable programming, and his unparalleled ability to achieve network rights agreements. They say Dressler succeeded by building relationships, always thinking ahead and being demanding yet fair.

"I always could get a square deal from Fred," says Doug Holloway, president, cable investments, NBC Universal. But, he adds with a laugh, "It was often painful."

"He once threw a calculator at me," says Lindsay Gardner, president, affiliate sales and marketing, Fox Cable Networks, recalling a negotiating standoff over National Geographic Channel. But Gardner knew it was just part of Dressler's "unique" negotiating style.

"No matter what side of the table you were on, Fred always commanded respect for his honesty, great sense of humor and love of the game," notes Rob Marcus, senior EVP, Time Warner Cable.

TV viewers have shared in the spoils of Dressler's victories; he was instrumental in expanding programming choices for cable customers. "He was one of the first operators to recognize that programmers weren't the enemy and the industry needed content to sell in order to move forward," says Dan Davids, president, The History Channel - USA.

Perhaps no other MSO executive below the level of CEO and president has had more influence on cable programming. His 20-year tenure as an MSO programming chief is believed to be the longest run of anyone in that position. Dressler, now 65, will be a consultant to Time Warner after his retirement on Jan. 1.

The Great Anticipator

After jobs in broadcast journalism, Dressler began a 30-year cable career that spanned the proliferation of satellite-delivered networks, the advent of the 500-channel digital universe and the expansion of multiple network brands across multiple delivery platforms. During his tenure, MSOs and programming companies each consolidated into large, multifaceted corporations, making programming deals much more complex.

He railed against escalating sports network license fees, held the line against broadcasters' retransmission consent demands and wouldn't stand for networks that under-delivered on what they promised. Throughout it all, he has been credited with having a well-rounded understanding of where cable was headed. For instance, Dressler's interest in technological capabilities helped advance Time Warner's agendas for on demand, high-definition TV and interactive content.

"Fred was always great at anticipating what would happen to the business over the long term of a deal," says Matt Blank, chairman and CEO, Showtime Networks.

"No matter what the complexity of the deal or the situation, he's never been overmatched," adds Bill Goodwyn, president of affiliate sales and marketing, Discovery Networks U.S. "Everyone who sits at the table, no matter which side they're on, becomes smarter, including me. I just hoped it didn't become expensive for me, too."

Debra Lee, chairman and CEO, BET Holdings, says, "Fred was always a few steps ahead of everyone in seeing what the world is going to look like."

A Great Actor And Chairman Mao

Another key to Dressler's success, says Lindsay Gardner, is that he made the people behind a network a high priority, sometimes higher than the network itself. In Gardner's view, Dressler built solid relationships with programmers to the point where he could put his trust in them to provide successful networks.

In doing so, Dressler epitomizes the unique relationship shared by many cable operators and programmers. When negotiating contract deals, the two sides can engage in heated and protracted debates. But then they'll have dinner together, play tennis (one of Dressler's cherished sporting acitivities) and foster lifelong friendships.

So when negotiations over National Geographic Channel got testy, Dressler hurled the aforementioned calculator at Gardner, even though the two are friends. Dressler then exited the meeting room, leaving Gardner's colleagues in shock. Gardner expected Dressler to return for lunch in the meeting room, but instead, Tina Pagano, Dressler's assistant at the time, loaded a plate for Dressler and left.