Kathleen Finch, Warner Bros. Discovery‘s head of U.S. networks, had one piece of recommendation for her friends within the business as she prepares to retire this month: “Cease utilizing the phrase ‘cable.’”

“What we do is content material,” Finch mentioned throughout a keynote dialog at Content material London. “And the place it’s seen is the place the viewers chooses to seek out it,” whether or not that’s on linear platforms or through a streaming service like Max.

It was introduced in August that Finch would retire on the finish of the 12 months and will likely be changed by Warner Bros. Tv group chairman and CEO Channing Dungey. Earlier than the WarnerMedia and Discovery merger in April 2022, Finch headed up Discovery’s 12 way of life manufacturers together with HGTV, TLC and Meals Community. Put up-merger, Finch oversaw virtually all of U.S. networks together with TBS, TNT, TruTV and Cartoon Community/Grownup Swim.

Finch inspired others within the enterprise to “cease limiting ourselves to, ‘I’m a cable exec, I work in cable, I’m making cable content material.’ That’s going away sooner or later, proper? So what all of us are is creatives. You make content material, and you then put it on all these totally different locations and the viewers chooses to look at it whichever place they occur to desire.”

Finch mentioned “I don’t think about myself a cable exec,” however as a substitute a inventive. “We make content material — the place it goes is nearly out of our fingers,” she mentioned.

Nonetheless, Finch doesn’t consider cable will disappear within the close to future, noting that tens of millions of individuals within the U.S. nonetheless eat it so it stays a “vastly worthwhile enterprise, a multimillion-dollar enterprise.”

“Is the cable enterprise going to develop? No, after all not, as a result of individuals are not going to exit and get cable subscriptions that they don’t have proper now,” she mentioned. However, “it’s not going to go away within the close to future,” she added, noting that she prefers to consider the cable enterprise as “slowing, however not useless.”