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MFM Announces Chairs for Media Outlook 2021

Cindy Pekrul, SVP/Deputy Controller, Accounting Business Services WarnerMedia

Media Financial Management’s (MFM’s) signature event, Media Outlook 2021, has been recast virtually. With robust content, the seminar will give attendees a look at issues that will affect media companies in the year ahead, even as COVID-19 continues disrupting everything. The theme for this year’s four hours of content is The Future is Now – Progress, Profit, People. Co-chairing the seminar are Tracy Clark, Senior Director Finance, Hearst Television, Inc.; Cindy Pekrul, SVP and Deputy Controller, Accounting Business Services WarnerMedia; and John Sanders, Principal Bond & Pecaro Inc. Dates for the virtual events are Tuesday, October 20 – 1:00 pm ET to 3:00 pm ET and Wednesday, October 21 – 1:00 pm ET to 3:00 pm ET.

2021 promises continued uncertainty for all businesses. What media companies can count on is continued innovation and technological advances, ongoing economic pressures, and the need to continue professional development for their workforce. MFM, along with seminar sponsor The Siegfried Group, LLP, have assembled expert speakers in each of these areas to share their vision of how uncertainty, regulation, and new ways of working will affect media companies in 2021 and beyond.

“There is no doubt that the business climate has been significantly changed by the global pandemic,” said Mary M. Collins, President & CEO of MFM and its BCCA subsidiary, the media industry’s credit association. “However, there is still a need to address media business fundamentals – technology, profitability, the workforce – and to make business plans that reflect the new reality. Media Outlook 2021 will provide attendees with significant takeaways to do just that.”

Participants registered for the seminar will be eligible to receive up to four (4) CPE credits toward their certified public accounting (CPA) license. MFM is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors.

The seminar, four hours spread over the two days, will be free for MFM members and $250 for never-members. The never-member rate includes a one-year trial MFM membership. For more information, visit the MFM website – https://www.mediafinance.org/media-outlook.

About the Co-Chairs
Tracy Clark has been with Hearst Television, Inc. since 1990. She was promoted to Senior Director, Finance in February 2019. In her current role, Clark manages payroll and compensation practices as well as supports station-related finance and operational activities. Prior to joining the corporate staff, Clark spent eight years as the West Region Director of Finance for Hearst Television, Inc. In that position she provided guidance, technical expertise, and team coordination to support individual management strategic, operational and financial decisions for eight of Hearst’s television stations. Previously, she was Controller for KCRA-TV/KQCA-TV, Hearst’s Sacramento NBC and MyNetwork affiliates, respectively. Clark has been a member of MFM since 1991, previously serving on the Membership Committee; she is currently a member of MFM’s Board of Directors as well as an active member of the association’s Television Committee.

Cindy Pekrul, currently SVP and Deputy Controller, Accounting Business Services WarnerMedia, is a strategic business leader with a proven track record of creating and leading high performing teams that deliver transformative outcomes. She leads a team of 400 plus professionals located throughout the globe who are responsible for delivering efficient and effective financial services. Under her leadership, the organization grew by more than 100% while reducing costs between 5% and 10% each year. Her background includes 20-plus years of financial and operational expertise that has helped businesses deliver results and strategic initiatives that improve their efficiency, effectiveness, and financial position. Pekrul’s experience includes developing a global financial shared service organization that supported the integration requirements of the AT&T/TimeWarner acquisition. She began her career in Big Four public accounting and held several leadership positions in financial controllership before joining WarnerMedia in 2005.

John S. Sanders is a Principal in the firm of Bond & Pecaro, Inc., a Washington, D.C.-based consulting firm providing valuation and related services to the media and communications industries. He was one of the founding members of the firm in 1986. Prior to his association with Bond & Pecaro, Inc., Mr. Sanders was Manager, Appraisal Group, with Frazier, Gross & Kadlec, Inc. He has been actively involved in both fair-market valuations and asset appraisals of more than 3.000 television, radio, MVPD, programming, newspaper, wireless telecom, and related communications businesses. He has provided expert testimony in local, state, and Federal courts, as well as in arbitration and regulatory proceedings. He holds the Accredited Senior Appraiser (“ASA”) designation from the American Society of Appraisers in the specialty of Business Valuation as well as the Certified in Entity and Intangible Valuation (“CEIV”) credential. He served on the MFM’s Board of Directors 2017-2020.

About MFM and BCCA
Media Financial Management Association (MFM) is the premiere resource for financial professionals for media industry education, networking, and information sharing throughout the U.S. and Canada. More information about MFM is available on its website: https://www.mediafinance.org and via its updates on LinkedIn, Facebook and Twitter. Its BCCA subsidiary serves as the media industry’s credit association. BCCA’s revenue management services encompass a variety of credit reports on national and local media advertisers and agencies, including Media Whys, a credit report for media businesses which offers a credit score based on industry-specific aging combined with trade data from Experian or D+B. More information about BCCA is available at https://www.bccacredit.com as well as its updates on LinkedIn, Facebook and Twitter.

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