Just like the television marketplace in general, DR advertising is evolving at a rapid pace. Scott Berger, General Manager of Direct Response and Multicultural at DISH Media Sales, sees DR, whether via linear or OTT, as a part of the ecosystem. "Whether it's delivered by a satellite or over the internet, it is TV," he asserted. "We approach OTT in the same way we do traditional television. Jumping into OTT is like partnering with an MVPD -- you can buy a broader rotation if needed or layer on targeting through an audience-based buy."