Steven Roberts serves as Senior Vice President of Sports Strategy for DIRECTV. Roberts is responsible for developing and executing strategies designed to integrate the traditional DIRECTV entertainment experience on the set-top-box with emerging digital technologies. He is also responsible for the DIRECTV 3D initiative, TV Everywhere, and DIRECTV’s overall sports strategy.
Previously, Roberts had served as Vice President, Strategic Initiatives, and General Manager, DIRECTV Entertainment, a position that he held since 2005. In this role, he spearheaded the development and launch of several new initiatives, including the production of original content for DIRECTV’s 101 Network and the creation of a joint venture between News Corp.’s BSKYB (UK) and STAR (Asia) focused on the video gaming space.
Roberts joined DIRECTV in 2005 from Sportvision, where he served as Executive Vice President. During his time at Sportvision, Roberts brought the ubiquitous “yellow line” to every televised football game, and also expanded the product line to include broadcast enhancements for FOX Sports, NBC, ESPN, and Turner.
He held a variety of executive-level positions at Sony Corporation from 1995 to 2000, where he led Sony Sports and Entertainment. During this time, he led Sony’s foray into sports marketing with the introduction of the Sony Open, a full-field PGA Tour event.