Vice President, Sling TV
“The traditional pay-TV market is maxed. Though the number of total U.S. households is 125 million and growing, the number of traditional pay-TV subscribers, which currently sits just under 100 million, is steadily declining. The question for DISH, a satellite-TV provider, is how to grow in a declining market and reach untapped Millennial customers.
Enter Sling TV — a new type of pay-TV service designed by DISH to serve those whose entertainment needs have not been met by the industry. Rather than attempting to replicate the traditional pay-TV model, Sling TV aims to reach those who hate the strings of traditional pay-TV but love today’s live sports and shows.
Since Sling TV’s launch, our team has worked relentlessly to deliver on the promise of a new entertainment experience. With every passing day, Sling TV continues to deliver a revolutionary service, and that is in large part because of the leadership exhibited by our Vice President of Business Development and Operations, Sruta Vootukuru, who has stepped into a number of different roles and has skillfully handled each new opportunity.
Since day one, Sruta has played an integral part of our Sling TV team and, as such, owns as much of the creation of Sling TV as anyone, helping build our service from the ground up.
Sruta, the “informed risk-taker,” abandoned the comfort of her corporate position in 2007 to launch an independent consulting firm. With a passion for solving problems and building business, Sruta created marketing, operations and business development strategies for Fortune 500 giants in the consumer packaged goods and financial services industries.
During her time leading the firm, she recommended the launch of a national level co-branding strategy to double sales for a niche brand with sales of $32MM annually. Additionally, she advised the largest private label dairy manufacturer in the US on the optimization of its geographic footprint.
Sruta’s entrepreneurial spirit and guidance helped lead Sling TV to market as the first live and on-demand OTT television service. As DISH entered uncharted territory with Sling TV, Sruta shaped the product that would create a new category of entertainment service and shake the traditional pay-TV industry.
In 2015, Sruta’s guidance helped lead Sling TV to market as the first live and on-demand OTT television service. She has helped build, mentor and shape the Sling TV team that ultimately created our service from the ground up. As the lead for customer care, programming, partner relationships and product initiatives, Sruta Vootukuru has paved the way for innovative partnerships, technologies and operations practices within Sling TV.
Sruta led the negotiations of key device and distribution partnerships that enable our customers to access Sling TV’s live shows, sports and news anywhere, anytime. Since Sling TV’s launch, Sruta successfully grew device partner relationships, doubling the service’s compatible platforms across smartphone, tablet, laptop and streaming devices. During launch, Sruta oversaw the creation of the product’s business operations including customer care, billing and payment, command center functions and several Sling TV programming packages including Sling Latino, the company’s Internet-delivered Spanish-language offering.
Additionally, she was key in directing the company through the complex transition of DishWorld to Sling International, a milestone in which DISH transitioned international programming customers to a new platform within our suite of Sling TV services.
Prior to Sling TV, Sruta served DISH’s Programming and Operations organizations. She led programming negotiations for more than 1,300 local broadcast stations and international networks including major agreements with ABC, NBC, Media General and Raycom.
As Director of Operations for DISH, Sruta led and managed billing and payments for the nationwide pay-TV provider’s 14 million customer accounts. She greatly increased operational efficiencies in this role, reducing DISH’s cost structure by 20% and rate of inaccuracy in billing by 25%.
Sruta leads the Sling TV team’s efforts to give back to the local Denver community, coordinating the group’s partnership with nonprofit organization Brent’s Place. Sruta and the Sling TV team donate their time and resources to the Aurora-based organization, which provides physical and emotional support to cancer patients and their families during and after treatment. The group focuses their volunteer efforts on cooking and serving meals to the families in residence.
Additionally, Sruta represents DISH and Sling TV as she speaks on the importance of innovation and diversity in the television industry during local and national events. She serves as a crucial voice for women in technology and has inspired many women within the local DISH footprint through her involvement with the DISH Women’s Network, where she spoke during the organization’s Leadership Series.
Sruta’s leadership not only impacts the local community but extends to the international world, as well. This summer, she and her daughter will spend two weeks volunteering with an orphanage in Cusco, Peru. The two will provide care for children within the home and support the community’s local economy by investing in supplies vital to the orphanage’s operations.