David C. Tice is a senior consultant to Hub Entertainment Research and Principal of TiceVision LLC, a media research consultancy. For over 25 years, he has overseen syndicated and custom research projects for many media companies, media industry associations, and pro sports leagues. Tice’s experience has given him a unique vantage point from which to observe the emergence of new television and media technologies/services in the home, consumers’ perceptions of these innovations, their impact on existing media, and their marketing potential. Tice frequently presents research findings at research conferences, including ARF, NAB and CTAM, as well as serving as an expert source for such media outlets and trade journals as The New York Times, The Los Angeles Times, The Wall Street Journal, MediaPost and Advertising Age. In 2018, ‘The Genius Box’ was published. The book, Tice’s first, chronicled the digital evolution of the TV set and its impact on industry stakeholders; the book is described by one industry leader as “the definitive textbook on the television medium and the business of television.” Tice served in senior roles at market research leader GfK and GfK predecessor companies Statistical Research, Inc. and Knowledge Networks. Prior to entering the media research field, Tice enjoyed a first career in aerospace engineering, working on the B-1B and AC-130U aircraft. Learn more at Hub.