It’s become fashionable in some circles to say TV is dead, but perhaps the definition of TV is dead, says Scott Schiller, EVP and General Manager Ad Sales and Marketing at NBC Universal, in this interview with Beet.TV.

Instead, NBCU is focused on showcasing to brand partners its multiplatform approach to marketing content, he says. The media giant has built a content studio and uses that to create custom content for brand partners that can be distributed across its digital ecosystem. That lets NBCU rely on its assets and sound stages, for instance, on behalf of marketers. As an example, NBCU worked with Sabra to introduce a guacamole dip via a series of parodies of cooking videos that it pushed out across its digital platforms. “We had great results with that in driving customers to purchase Sabra dip,” Schiller tell us.

Schiller says that what brands want from media partners is premium content, quality data about customers, and also premium distribution. He adds that NBC was able to do bring that all to bear recently for the Olympics by working with SnapChat and BuzzFeed to create content advertisers could participate in.

This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.