*By Carlo Versano*
While the television industry rapidly consolidates and cord-cutting spreads, Sling TV envisions a future where bundles are things of the past, and customers watch programming on an "à la carte" basis.
Warren Schlichting, the company's EVP and group president, spoke to Cheddar on Monday from Denver Startup Week about the ever-changing media landscape.
"I don't want to pay for things I'm not watching," he said, channeling the mantra of the 2.3 million cord-cutters who make up Sling's customer base.
Sling, an OTT service owned by Dish ($DISH), recently [expanded](https://www.broadcastingcable.com/news/nielsen-in-deal-to-provide-digital-ad-ratings-for-sling-tv) a partnership with ratings firm Nielsen to digitally measure ad campaigns that run on the service. Advertisers on traditional television have long relied on Nielsen's famously complex ratings metrics, while OTT allows for a more targeted approach.
"Nielsen is the currency of linear television," said Schlichting, noting that the partnership will help Nielsen ratings become the "currency" for streaming as well.
Sling's customer base still pales in comparison to that of a major cable provider. But the metric that matters is growth, Schlichting said.
It's no secret that cable growth is slowing ー see Comcast's ($CMCSA) Sky deal as evidence ー while streaming is on the rise.
One of the business challenges with an OTT service like Sling has been the unpredictability of user patterns ー unbound by long-term contracts, customers tend to leave, come back, then repeat. It's a new kind of consumer who follows the content. Schlichting said that is precisely why Sling has expanded its offerings to include pay-per-view and VOD products.
"There's all sorts of ways you interact with Sling," he said.
According to a [study](https://www.emarketer.com/content/more-than-half-of-us-consumers-watch-subscription-ott-video-2018) by eMarketer last month, cord-cutting will grow by 33 percent this year, and the number of people who subscribe to at least one OTT service will rise to just over half the U.S. population. There's still about [90 million](https://www.recode.net/2018/1/23/16857600/netflix-hulu-cable-streaming-tv-movies-david-letterman-chart) Americans who pay $100 a month or so for cable ー all potential Sling customers, in Schlichting's estimation.
"We like our chances," he said.
For full interview [click here](https://cheddar.com/videos/sling-tv-eyes-more-targeted-advertising-with-nielsen).
The world hit a grim milestone on Monday, with COVID-19 cases surpassing a quarter of a billion worldwide. As cases increase, the fight to beat the virus continues as well, with a number of medical breakthroughs coming out over the last few months in the form of pills from Pfizer and Merck. Regeneron is now the latest company to join the fight, recently releasing new data on a covid antibody cocktail. Professor Peter Pitts, former FDA Associate Commissioner and the founder of the Center for Medicine in the Public Interest breaks down the differences between the 3 treatments and why vaccines are still among the fire line of defense.
Doug Astrop, managing partner at Exponential Investment Partners, joined Cheddar to discuss Peloton's precipitous price drop, and whether the company can recover as the at-home workout trend tapers off. "They've lowered the prices on their equipment to try to attract a bigger audience because ultimately they're sort of headed to this Apple ecosystem model where they can monetize a loyal customer base," he said. Astrop noted that he believes there is a reality where the in-person gym experience and Peloton's at-home programs can co-exist.
Bill Stone, Chief Investment Officer at Glenview Trust Company, joined Wake Up With Cheddar to break down markets headlines ahead of the start of the trading week.
Jill and Carlo discuss the scenes of joy at American airports as borders reopen, another tool in the Covid toolbox, the latest in the Astroworld crowd crush tragedy and more.
Next week will see several different events that will likely weigh on the markets. Cheddar News' Closing Bell dives in, from the continuation of third-quarter earnings season to Rivian's IPO and a 're-IPO' from Hertz, along with more inflation data.
Frank Lee, Managing Director at Miracle Mile Advisors, joins Cheddar News' Closing Bell, where he explains why markets are soaring after the Dow, S&P, Nasdaq, and the Russell 2000 all reached new record closes to begin the trading week.
Amid an ongoing labor shortage, more companies are turning to automation for processes like shipping and delivery in order to relieve supply chain pressures. But what does this mean for the wider labor market - will those jobs return? How will workers fare once supply chain issues ease? Sam Lurye, CEO and Founder of automation startup Kargo, joins Cheddar News' Closing Bell to discuss the pros and cons of automation, how workers can adapt alongside new technology, and how the pandemic led to the perfect storm for the rise of automation.
