Industry Veteran Lands at Analytics Firm

Chris Roberts, a veteran of the home entertainment industry, has been appointed VP of Sales by Transform Inc., a Seattle-based company involved in applied audience analytics for video.

Roberts is charged with expanding Transform’s customer base by offering content creators new ways to expand and connect with their viewers. The company says its machine-learning and artificial intelligence platform for video “answers the fundamental questions of why audiences connect, react and engage.”

Roberts previously spent two years as SVP of sales, OnDemand Everywhere, at comScore Inc., a Reston, Virginia-based media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers.

Chris Roberts

There, he helped launch two services: Digital Download Essentials and Digital Download Industry, the first industry-view for the iVOD and EST channels for movie studios and television networks.

Roberts came to comScore through its acquisition of Rentrak Corp., where over the course of a 27-year run he played a key role in the company’s transformation from a VHS videocassette distributor to a global media measurement and research company serving the entertainment industry. He most recently was VP of Sales, Home Entertainment, leading a team that measured DVD and Blu-ray Disc sales and rentals in the United States.

“The extensive experience that Chris brings with him is invaluable at our stage,” said Randa Minkarah, Transform’s co-founder and COO. “Our focus is on growing and developing revenues, and Chris has an extraordinary ability to pinpoint the concerns and goals of today’s media companies.”

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“I look forward to building a sales team and showing leaders in media the incredible value of Transform’s technology,” Roberts said. “Content creators, more than anything, want to have meaningful engagement with their audience, and we can now give them advanced tools that show exactly what brings viewers in and what keeps them watching.”

Roberts, a father of four daughters, is also a music composer and film producer, and has been on the board of directors of Our Family in Africa, a non-profit agency that provides aid to orphans throughout the Democratic Republic of Congo.