TV One Taps Roku Veteran to Lead Digital Distribution Strategy

SILVER SPRING, MD – February 24, 2026 – TV One Networks has appointed Keith Hopkins, a seasoned executive with a deep background in streaming and digital media, as its new Vice President of Content Distribution & Marketing. The move signals a decisive strategic push by the Urban One-owned media company to expand the reach of its flagship networks, TV One and CLEO TV, across a rapidly evolving digital landscape.

In his new role, Hopkins is tasked with spearheading the company's distribution and partnership marketing strategy across all platforms, from traditional linear cable to the burgeoning world of streaming services. His mandate is to maximize the reach and revenue for both networks, a critical mission as viewer habits increasingly shift from legacy television to on-demand and ad-supported digital options.

Michelle L. Rice, President of TV One and CLEO TV, lauded the appointment, highlighting its strategic importance. “Keith is a dynamic and strategic leader with a deep understanding of the evolving media ecosystem,” Rice stated in the announcement. “His proven ability to drive growth across traditional and emerging platforms makes him an exceptional addition to our leadership team. As we continue expanding our multi-platform footprint, Keith will play a critical role in strengthening distribution partnerships and elevating our impact.”

A Proven Architect of Streaming Growth

Hopkins joins TV One Networks with two decades of experience forged at the forefront of media's digital transformation. His resume reads like a roadmap of modern content distribution, featuring senior leadership roles at some of the industry's most influential players, including Roku, Nexstar Media Group, the Pac-12 Conference, and NBCUniversal/Comcast.

Most recently at Roku, Hopkins was instrumental in shaping the platform's sports and news distribution strategy. He was a key figure in securing major licensing agreements and led initiatives to launch Subscription Video on Demand (SVOD), Advertising-Based Video on Demand (AVOD), and Free Ad-Supported Streaming Television (FAST) channels. His work directly contributed to expanding Roku's platform reach and accelerating its audience growth, providing him with invaluable expertise that is now at TV One's disposal.

Before his tenure at Roku, Hopkins built and led the distribution marketing and sales division at Nexstar Media Group, where he was Senior Vice President of Distribution. There, he managed relationships with key operators and was pivotal in establishing the company's streaming presence across virtual MVPDs. His earlier career includes serving as Senior Director for Affiliate Sales and Marketing at the Pac-12 Networks, where he helped execute global carriage agreements, and a role as National Account Sales Manager at NBCUniversal/Comcast, focusing on distribution strategy.

This extensive background in navigating complex distribution environments and forging high-value partnerships across both linear and streaming ecosystems makes him uniquely qualified to lead TV One's next chapter of growth.

Navigating the New Media Landscape

Hopkins' appointment comes at a pivotal moment for the entire media industry, and particularly for networks serving specific cultural audiences. The traditional cable model, while still significant, is facing headwinds. Urban One's own financial reports have noted declines in cable TV advertising revenue, reflecting a broader industry trend. Simultaneously, the digital frontier is exploding with opportunity.

The growth of FAST channels has been particularly meteoric. FAST viewing hours surged 43% between August 2024 and August 2025, and the market is projected to encompass over 120 million annual viewers by the end of 2026. The global AVOD market is similarly on a steep upward trajectory, with revenue projected to hit $66 billion by 2026. For a company like TV One, whose networks each reach 35 million households via traditional means, a robust strategy in these high-growth digital sectors is not just an opportunity—it is an imperative for future relevance and profitability.

This strategic hire aligns perfectly with the stated goals of parent company Urban One, Inc. The diversified media company has prioritized expanding its Connected TV (CTV) and FAST distribution as a core part of its 2024-2025 growth strategy, recently divesting from other ventures to refocus capital on its media assets and digital expansion. Hopkins' expertise directly addresses this corporate mandate.

Elevating Black Culture on Every Screen

Beyond the business strategy and market trends, this move is deeply connected to the core mission of TV One and CLEO TV: to serve as a hub for Black culture and entertainment. TV One provides a mix of original programming and classic series, while its sister network, CLEO TV, is a lifestyle and entertainment network specifically targeting Millennial and Gen X women of color with uplifting and inspirational content.

In an increasingly fragmented media world, ensuring this content is available wherever audiences are consuming it is paramount. The challenge is not only to compete with direct rivals like BET Media Group and streaming service ALLBLK but also to stand out in a crowded digital marketplace where major players like Warner Bros. Discovery and Lionsgate are aggressively entering the FAST space.

Hopkins' role will be to ensure that shows like Unsung, Fatal Attraction, Culture Kitchen, and Just Eats with Chef JJ find new life and new audiences on a multitude of digital platforms. By expanding the distribution strategy, TV One Networks can deepen its engagement with its existing audience while introducing its powerful brand of culturally relevant content to a new generation of viewers who may have never subscribed to a traditional cable package.

“TV One and CLEO TV have built powerful brands that are influential with audiences,” Hopkins commented. “I look forward to expanding our distribution strategy, deepening our strategic partnerships, and accelerating growth across every platform where our audiences engage. I’m excited to join the team at such a pivotal moment of opportunity.” His arrival marks a clear commitment by TV One Networks to not only adapt to the future of media but to actively shape it, ensuring that stories reflecting Black culture are more accessible than ever.