General Electric Company is a multinational conglomerate that operates through four segments: Energy, Technology, Infrastructure, Capital Finance and Consumer & Industrial. GE also operated a cable and TV broadcasting network. A decision was made several years ago to divest of this operation because it was no longer compatible with the corporations’ long term strategy.
Comcast is also a multinational conglomerate whose operations center on cable and wireless technology. According to Reuters, in 2011, Comcast closed a merger with General Electric Company to form a new company named NBCUniversal, LLC. As part of the NBCUniversal transaction, GE contributed the businesses of NBCUniversal. As a result of the acquisition, Comcast developed a new management structure for NBCUniversal in regards to their senior management team, and because of this, the company culture changed under new leadership.
In ‘Nine Reasons Organizations Need to Change’, Robert W. Swaim explains, “Mergers and acquisitions create change in a number of areas often negatively impacting employees when two organizations are merged and employees in duel functions are made redundant. Entities can attempt to change their culture, including management and leadership styles, values and beliefs. Of all the things organizations can change, this is by far the most difficult to undertake.”
When Comcast unveiled its new management structure for NBC Universal, the new setup was designed to ensure continuity in the film and cable networks businesses, while bringing key changes at the NBC network.
Comcast COO Steve Burke, who would serve as CEO of NBC Universal, announced details of the new setup and reporting lines in an email memo. His explained that plans for a flatter structure would give him more direct oversight of the company's cable and broadcast TV networks. Burke planned on bringing in new talent while expanding the role of existing executives.
For years, NBC battled with internal fiascos. It fell on Mr. Burke’s shoulders, who had not been in the media’s spotlight for 12 years, to clean up the mess left behind. He was, previously, the number two executive at Comcast in Philadelphia. In 2011, he stepped up to revitalize the ailing network as the new CEO of NBC Universal.
His experience and personality were the opposite of what NBC represented: he was not a programmer, had no experience in news and avoided playing corporate battles that go on in the media. Mr. Burke holds an M.B.A. from Harvard, and is a Republican, but even with those credentials, he is staunchly against giving into internal politics. Even so much so that, prior to becoming CEO, he held meetings with executives at a coffee shop instead of his temporary office in Rockefeller Center in order to shun office blather.
People wondered if someone who seemed to be the direct opposite of the forces that once defined NBC’s culture (in the past), and who had no motivation to see his name all over the media, would be able to succeed at the forefront of one of the biggest media conglomerates?
After the merger/acquisition change with Comcast, NBC Universal became a diversified media powerhouse. Even after coming from General Electric’s ownership and being profitable, thanks to big networks like USA and Bravo, Mr. Burke had his hands full trying to pump new life into NBC’s waning prime-time schedule.
Mr. Burke’s new employees were under the impression that he was reserved and cold, which led to much suspicion. In the New York Times article, “A Little Less Drama at NBC” it was stated, “Longtime associates say Mr. Burke simply takes time to warm up to others. ‘He’s not shy, he’s not reticent, he’s just not voluble like me,’ is how Warren E. Buffett, a longtime friend of Mr. Burke’s family, put it. ‘He’s going to be under more pressure than he should be because of the broadcast network,’ said Bob Wright, the former chief executive of NBC Universal”. Mr. Burke believed NBC Universal’s culture was driven by internal politics, press reaction and pleasing G.E. ‘overlords’. Mr. Burke’s previous employee, Michel Lynton, chairman and chief executive of Sony Pictures Entertainment, described him as ‘very direct with very little beating around the bush’.
In 1998, Mr. Burke joined Comcast after being recruited by a headhunter, a move that surprised many in the industry. “A lot of folks thought, ‘Why is he going to a cable company, where here he is at Disney running ABC?’ ”, said Paul Pressler, a former colleague of Mr. Burke’s at Disney. “I think he had the foresight in to what cable meant for the future of media. That speaks to his instincts.” “Your job as a media executive is to run all your businesses well,” said Peter Chernin, the former president of the News Corporation, who now runs his own firm, the Chernin Group, and is a close friend of Mr. Burke’s. “He won’t shy away from the difficult decisions.” Mr. Burke has stayed true to form, he has made decisions privately, and has steered NBC away from leaks and public humiliation.
Fast forward to the present, an excerpt from ‘Comcast Reports 2nd Quarter 2012 Results’, “Brian L. Roberts, Chairman and Chief Executive Officer of Comcast Corporation, said, ‘Our solid operating and financial results for the second quarter underscore the strength of our cable company and our focus on driving operational excellence and technology innovations. We are improving the customer experience and delivering exceptional products, which are the foundation for cable's continued momentum in High-Speed Internet and Business Services and stronger Video and Voice customer results.
NBCUniversal's second quarter performance came in as anticipated, and we continue to be very positive about our opportunities to build value across all the NBCUniversal businesses. Comcast Cable and NBCUniversal are also working well together to launch innovative products and experiences - and these efforts are being showcased now as we utilize all of our content and technology platforms to deliver the most comprehensive Olympics coverage ever.’" The acquisition was a smart move for Comcast because it made them even more competitive and they've proven that they're not just a cable company.
In my opinion, CEO Burke’s change in the managerial structure at NBC Universal resembles the change images of Coach, Director, and Interpreter. Burke’s restructuring of his management team was designed to achieve desirable results (Director), to shape the organization’s capabilities and level of efficiency (Coach), and to build a positive work environment that fosters teamwork and communication with staff (Interpreter).

Reference: Arango, Tim. ‘A Little Less Drama at NBC’. New York Times. 01/26/2011