In this episode of Full Throttle Leaders, host Michael Falato interviews Marcelo Zolessi, co‑founder of Convention News Television (CNTV). Zolessi explains that CNTV, based in Central Florida for nearly 20 years, was created to replace the traditional print‑based, model‑agency approach to conference coverage with a fully digital video solution. The primary customers are member‑based associations (e.g., National Business Aviation Association, American Heart Association) that need to extend the value of their annual meetings to members who cannot attend in person. CNTV produces highlights, interviews, and “man‑on‑the‑street” content that serves as a member benefit, while also offering exhibitors digital exposure that reaches the entire membership database, creating a hybrid advertising model. Partnership structures vary: some associations outsource only the video production, while others let CNTV manage the entire advertising and sponsorship ecosystem. Zolessi reflects on his background in TV news, the music industry, and the broader analog‑to‑digital transition, noting how digital efficiencies both create opportunities and threaten jobs—a trend he expects to accelerate with AI across production, marketing, and creative fields. The conversation closes with clear contact information (cntvnow.com, co‑founders Marcelo Zolessi and Carrie Faranek, email info@cntv, and Falato’s lead‑generation email), inviting associations to schedule demos and explore fit.
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Hello everybody, Michael Falato here from Full Throttle Leaders, the podcast that talks to executives like Marcello. Marcello, how you doing?
Doing great. How you doing?
Good. Tell me a little bit about your company and what you do and why you agreed to do the podcast even today.
Yeah, the company is CNTV. It stands for Convention News Television. We've been in business almost 20 years out of Central Florida. I worked in the TV news world, and before that I worked in the music industry. I worked for the Orlando Magic. I worked for the Golf Channel, and I saw an opportunity in the marketplace to basically take a print show daily. If you're familiar with conferences, they used to hire model agencies and they would hand out, you know, the booth babes, right? Yeah, exactly. And so we thought, well, there's probably an opportunity here to, to create a digital version of that product. And so we did that. And, um, here we are almost 20 years later.
I actually worked with the Magic. I was doing, uh, event production, like text-to-screen and same thing with Golf Channel. So it's funny. Definitely. Um, what is your ideal customer for your company?
Um, so I would say about 75 to 80% of our client base is made up of associations or member-based organizations.
Okay.
So, um, you know, there's—
Like, what would be an example of one of them?
Sure. I mean, there's thousands of associations, but the National Business Aviation Association, American Heart Association, any group that has members who pay for a benefit. These groups typically have to have an annual meeting as part of the bylaws. And so they would have, in many cases, less than 10% of the membership can attend, attend rather the physical event. And so CNTV would come in and produce highlights, interviews, man-on-the-street interviews, content that can serve as a member benefit to the 90% of the members who weren't able to physically attend the event. And then on top of that, we started mixing in kind of the advertising model where The trade shows would have exhibiting companies that need, frankly, video and messaging exposure during that conference. Also go to all the members, right? So if you're going to a trade show and you have your, you know, typical 10 by 10 booth, in many cases you realize that Tested to the entire member database adds more value than if you were just meeting the physical people that walk by your booth.
Do you also get involved in like SKO, sales kickoffs, and internal where they have maybe 2 or 3 of those a year? That's not really your focus at all to do that type of internal-based approach?
Uh, it depends on the, the depth of the partnership with the association. So in some cases they will say, hey, you know, we truly want a partner that's going to help us increase the value for our exhibitors. And so in that case, we would strategically say, hey, we're going to offer X, Y, and Z exhibitors a content package that's going to guarantee this additional exposure into the digital landscape.
Which groups are you picking? Pays for itself. So if you're helping them build inventory, they're gonna almost get you guys for the cost of their advertising to pay for the cost of production.
Yeah, in, in most cases, um, it's a snowball effect. So, you know, the first time out, maybe it's a break-even situation, but, you know, as the, as the relationship evolves, they're, they're netting, you know, a positive Um, return.
Are they selling your services back and putting a margin, or are they contacting you and then they're breaking a deal with you, or, or both?
It, again, it really just depends on the, the depth of the relationship. So, you know, some associations are, are tiny, and so in, in that case They might say, hey, we need you guys to just take over this advertising landscape. Yeah. In other cases, it's a huge association. So they'll say, hey, we just need you to come in and do, you know, manage all the production. We'll handle all the advertising or sponsorships surrounding the video content.
How much did you love— since I was, you know, Air Force video production guy and shot on Beta and Hi8, How much did you love the whole video, digital video approach where it's not so much headaches and battery use as much, or even, uh, just being able to just almost edit in real time nonlinear?
Yeah, I mean, I was working in, uh, in TV news when kind of the transition from analog into digital. So I used to be part of a live truck. Yeah, so I would take those.
1-inch reels. Oh my God, this is horrible.
Yeah, yeah, I came in a little bit after that, so I think my first job in TV was around 2002-ish.
So mine was '94.
Yeah, I was, I was in high school then, but, um, I know the white, the white hair kind of ages me, but, um, I joke that I didn't have white hair until the pandemic. And then it all turned white.
Yeah, it was the COVID shot.
Yeah, exactly. Could have been, could have been. Uh, but yeah, I mean, that digital transition— before I worked in TV news, I worked in the music industry, and so I, I literally witnessed, you know, going from this whatever half-million-dollar SSL or Neve console to, you know, an 8-track or 4-track Pro Tools recording Uh, DAW, as they call it, the digital audio workstation. And I kind of saw the writing on the wall that, you know, the, the limited artists that had the money to afford a recording studio were always booking the, the B room with the digital, you know, Pro Tools rig versus the 2-inch analog Studer machine. And, you know, 10 times as much money and less ability to—
4 people in the room to do something, right?
Right. Yeah. So, I mean, I've had, I think, most of my life what they call productive paranoia. So it kind of gives me the ability to look, you know, around the bend, if you will, and see if that business model is going to last. And, you know, in many cases, when you transition from analog to digital, efficiencies are created that sadly, I suppose you could argue, It's a benefit and it's a con, but it can, um, you know, take jobs. And so that's obviously with the onset of AI, it impacts pretty much everything, um, you know, from selling techniques to marketing to video production to music production to acting. You know, it touches every space I can think of.
Um, so what's the best way to reach you and who is the best people to reach out to you? Like what, what are the roles inside these associations and how do they get ahold of you? So when we close this out, there's some call to action.
Yeah, no, I appreciate that. Um, I mean, you can go to our website, cntvnow.com. Um, there's thousands of examples of the different types of formats we produce. Um, as far as, you know, video production and content. Um, you can always get ahold of the, the 2 co-founders of CNTV, myself and Carrie Faranek. Um, or there's, you know, obviously an info@cntv. Um, but usually our, our process is, you know, if there's, if there's a content need, uh, we'll set up a demonstration, kind of walk through all the different options, and then see if there's a fit, and then go, go from there.
Well, I appreciate you being on the show today. Um, please reach out to Marcello if, if you need some information on his company. Obviously, myself, Michael Falato, CEO of Full Throttle Falato Leads that does lead generation. So, uh, feel free to reach out to me at michael@fullthrottlefalatoleads.com as well. And thanks for everybody for tuning in. Have a great week.
