Terry Steiner Built a Global Entertainment Business by Serving a Market Hollywood Overlooked

The in-flight entertainment guru made her own lane in the industry by building on her relationships and betting on herself.

EXPERT OPINION BY MARC BERMAN, FOUNDER AND EDITOR-IN-CHIEF, PROGRAMMING INSIDER

Terry Steiner. Photo: Courtesy Subject

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Terry Steiner didn’t set out to build a company. In fact, when she graduated from college, she wasn’t even sure what career she wanted. She entered a bank training program, quickly realized it wasn’t for her, and subsequently found her way into the entertainment business.

In 1993, Steiner founded Terry Steiner International (TSI), specializing in the licensing and distribution of entertainment programming for non-theatrical markets, primarily airlines.

Today, TSI works with leading entertainment companies and independent producers, including Amazon, MGM, AMC Networks, and Sony Music. Throughout her career, Steiner has also worked with major studios and networks, including Miramax, HBO, and Nickelodeon.

TSI connects movies, television programs, documentaries, podcasts, digital media, and concerts with airlines and other specialty markets worldwide. Steiner oversees all of the company’s operations, including global sales, marketing, licensing and contract negotiations, content delivery, and finance.

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On November 19, Steiner will receive the APEX Lifetime Achievement Award in Singapore, recognizing her contributions to the airline passenger experience industry. It’s the culmination of a career spent making TKTKTKT.

Finding the right opportunity

Steiner’s first meaningful career break came at Grey Advertising, where she worked in the entertainment and leisure division.

“I was the one and only traffic person,” she told Inc. “I owned it. And I had to learn it on the job really quickly.”