Ken Adelson, Terry Lyons Launch PivottvMedia

New firm consults on production, content creation and branding, tech strategies

Veteran sports, entertainment, and multimedia executives Ken Adelson and Terry Lyons have formed PivottvMedia ( to provide consultation regarding production, content branding, content creation, and technology strategies. The new company will also address the vast distribution options via multiplatform marketing, social-media outreach and traditional public-relations outreach. The goal is to enable clients to reach fans and audiences far beyond the core and casual fans organizations covet.

PivottvMedia’s Ken Adelson: “Brands, properties, marketers, and content creators have a chance to reveal untapped audiences.”

“Technology is enabling extraordinary change in the sports and entertainment industry landscape,” says Adelson. “Brands, properties, marketers, and content creators have a chance to reveal untapped audiences. We can help solve one of the constant dilemmas in the sports and entertainment world: how to better connect today’s fans and viewers to reach new core audiences, increase engagement, and grow revenue.”

With its creative and practical foundation of creativity and experience, PivottvMedia will develop strategies for clients to stage one-to-one, direct-to-consumer events while tapping into a deep network of media relationships. PivottvMedia will help organizations take full advantage of new opportunities by building communities and better using a combination of traditional and social-media distribution outlets. PivottvMedia will help establish new personalities, launch OTT networks, and deliver purpose-driven messaging in an efficient manner.

The company will provide consulting services in state-of-the-art technology to guide organizations, management teams, startups, and mature businesses with a portfolio of solutions carefully culled from decades of experience in the field. Adelson and Lyons cover every aspect of the business with a socially conscious and professional approach to problem-solving.

PivottvMedia’s Terry Lyons: “Our approach will connect production, technology, marketing, PR, and social-media outreach to engage fans and future customers.”

“The word Pivot’ and our insertion of OTT tells a story,” says Lyons of the new company’s name. “Our story doesn’t discount the past or the traditional, as live sports production and real-time social-media outreach are the mainstays of communication. Instead, our approach — our pivot — will connect every aspect of production, technology, marketing, PR, and social-media outreach to engage fans and future customers.”

Adelson and Lyons have worked together since their days at the NBA, where Adelson was a member of the senior management team of NBA Entertainment as it launched NBA TV. He also previously worked served as executive producer for The Jockey Club (America’s Best Racing), chief strategy officer and executive producer for the National Hot Rod Association (NHRA), and SVP and executive producer for the NBA’s Oklahoma City Thunder, where he launched the franchise’s broadcasting and digital platform after its short-notice relocation from Seattle. Adelson and Lyons combined efforts and won a Telly Award in 1992-93 after creating the NBA’s first media-relations–training corporate video for players and front-office executives.

Lyons is widely known in the sports industry for his work as head of the NBA’s international communications and public-relations efforts from 1992-2008, during which he was responsible for all league communications efforts as the NBA cemented its global foundation. He also served as the NBA’s director of media relations in the ’80s and as communications conduit to USA Basketball for five Olympic Games, including the famed 1992 Dream Team. After leaving the NBA in 2008, he launched a sports-media and -marketing consulting firm, serving such clients as Live Nation, And1, World Team Tennis, Runner’s World, and Kathrine Switzer and her 261 Fearless brand. In 2011, Lyons created Digital Sports Desk (, a sports-news and business-news site serving Greater Boston, pro, and college sports. He co-founded Boston Venture Community Sports ( in 2018.

Adelson and Lyons introduced PivottvMedia to the industry as a full-service contractor for all aspects of the technology, multimedia, social media, communications, public relations, and global marketing industries at Sports Video Group’s Content and Sports OTT seminars in New York on July 24.


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