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Meet the… chief operating officer

Sam Peterson, COO at Bitcentral, tells TVBEurope how an openness to all career possibilities can lead to unexpected paths

Talk us through an average day in your role

As chief operating officer, I oversee teams responsible for developing, deploying, supporting, and selling the solutions our clients rely on to connect with their audiences. Bitcentral supports over 1,600 broadcast media sites worldwide, offering both on-premise and cloud-based systems that empower customers to create, manage, and distribute content, including direct-to-viewer services. With over 80 per cent of our business serving news-producing television stations, we understand that while some standardised solutions are effective, there is also a critical need for adaptability to meet the unique demands of each client. This approach has been central to Bitcentral’s success, allowing us to balance proven practices with tailored solutions for a sustainable, scalable business model.

Sam Peterson, COO at Bitcentral

My team is involved in nearly every aspect of the customer journey, from initial engagement to ongoing support, and we take pride in providing meaningful value to our clients’ daily operations. My role involves maintaining this balance, focusing on future opportunities while ensuring stability and reliability for our clients today. I’m fortunate to work with highly skilled technical, business, and operational specialists who understand the media technology landscape. 

My job is to create an environment where our team can excel, removing obstacles and fostering opportunities for them to address the challenges our industry faces, now and in the future.

How did you get started in the media industry?

It’s an interesting story. I initially started as a pre-engineering student at a liberal arts college with a dual degree programme, planning to transfer and complete my BSc in electrical engineering. However, my mentor at the time, who was the dean of the school of communication arts, saw things differently. His programme focused on television production, speech, and theatre, and although I had some background in live audio production, I hadn’t seriously considered working in media. He encouraged me to apply for a job at the local television station, and in what was a surprising turn of events (a story for another time), I was hired by the production manager. I soon found myself running shifts in the production control room on the audio board, and later, in master control.

This unexpected detour led me to switch my major to communication arts, and I graduated with a BA instead of an engineering degree—and I’ve never looked back. Nearly 35 years later, here we are, and I’m still driven by the same passion that first drew me into this field.

What training did you have before entering the industry?

I grew up in a large church with an active media ministry, where I learned to run live sound at a young age. Being around media production was something I really enjoyed. By my final year of college, my coursework was heavily focused on communications. Looking back, I never would have guessed just how valuable my mass media law class would be, but it turned out to be, alongside rhetoric, one of the most useful three-credit courses I took during my college career.

Why do you enjoy working in the industry?

Media and communications have always had a public service element, and though this aspect has evolved, I value the role it plays. I’ve worked with media companies deeply connected to their communities, and that alignment has been fulfilling. Additionally, I’m passionate about live performance and have been fortunate to be part of some high-profile events in the industry.

What advice would you give someone considering a role similar to yours?

Be open to all career possibilities, and don’t let initial setbacks stop you. Early in my career, I was turned down for roles in AV technology and sales, but those experiences led me to learn other areas of the business. Don’t shy away from leadership roles, either—it can be daunting to lead a team, but there’s nothing more rewarding than creating opportunities for others to shine. A broad background in sales, sales engineering, and product, coupled with in-depth industry knowledge, has been instrumental in my journey.