Never Go Dark:
Mitch Mittler
Senior Director, Digital Experience
Behind The Screens: With Mitch Mittler
With a broadcast mindset and decades of experience, Mitch helps clients deliver always-on digital experiences, no matter the moment.
Always On in Times Square
Times Square is not forgiving. Millions of eyes are watching. Advertisers are expecting perfection. Cameras are rolling. And across the most recognizable digital billboards, there’s no margin for error because here, even a momentary outage doesn’t go unnoticed.
33
Years in Industry
Built on a Broadcast Mindset
For Mitch Mittler, Senior Director of Technology for Diversified Digital, that level of pressure is simply part of the job. With a background rooted in broadcast, where “going dark” is never an option, Mitch has spent more than a decade helping power some of the most visible digital media experiences in the world.
Working alongside partners like Silvercast, Vornado and Mitsubishi DiamondVision, his team manages and operates critical digital inventory in Times Square. These systems must perform flawlessly 24/7/365, through everything from global advertising takeovers , live promotional events to the New Year’s Eve ball drop.
30
Years with Diversified
Solving for What Didn’t Exist Yet
When the partnership began more than 12 years ago, the challenge wasn’t just scale, it was possibility. The technology needed to deliver a seamless, flexible digital canvas across thousands of pixels didn’t fully exist. Early solutions in the market were complex, hardware-heavy, and difficult to scale, introducing more risk than reliability.
For a space where downtime wasn’t an option, that just wouldn’t work.
0
Margin for Error
Simplifying to Scale
The Diversified Digital team took a different approach. Instead of adding layers of complexity, they focused on simplifying the system at its core: reducing hardware, minimizing failure points and designing for flexibility from the start.
The result was a solution capable of displaying unified, large-scale content or dynamically breaking into multiple zones, all while transitioning seamlessly between formats. More importantly, it was built to evolve allowing new displays, new formats and entirely new use cases to be introduced without reengineering the system.
2
Dogs
From System to Platform
That flexibility has proven critical. Today, the same system supports a wide range of experiences, from live video integrations and broadcast tie-ins to full-scale brand takeovers and interactive moments with crowds in Times Square.
Every request, planned or unplanned, can be delivered without modification. What was once a technical challenge has become a creative platform, enabling advertisers to push boundaries without limitation.
1
Cup of Coffee Per Day
Partnership Beyond Installation
But the work doesn’t stop at installation. For Diversified Digital, the real impact comes in what happens after. Long-term support, continuous optimization and deep collaboration with clients ensure the system keeps pace with evolving demands.
It’s a model built not just on delivery, but on partnership—one that has sustained relationships for years and continues to expand what’s possible in high-profile digital environments.
10
Countries Visited
A Career Built in the Field
For Mitch, the work is both highly visible and deeply personal. After nearly 30 years with Diversified, spanning broadcast, AV and digital innovation, he still approaches each project with the same mindset: stay curious, stay hands-on, and never lose sight of the fundamentals.
The Standard: Never Go Dark
Today, anyone walking through Times Square is likely seeing a display powered and managed by Diversified. But behind that visibility is something less obvious and far more important: systems designed not to fail, teams committed for the long haul and a standard that says no matter the moment, the screen stays on.
Standards of Excellence in Action
Success doesn’t happen by chance. It requires a plan and dedication. At Diversified, our collective success is driven by:
People
The foundation of our organization and community. Without people, there are no actions, ideas or progress. They are the ones who bring skills, creativity and energy to any endeavor.
Purpose
The reason our associates act. A clear purpose provides direction and motivation. It’s the “why” behind actions and efforts, aligning the collective efforts of people towards a common goal.
Performance
The outcome of our associates working towards a purpose. Performance measures how effectively the purpose is being achieved. It’s a reflection of how well people apply their skills and efforts in pursuit of the organization’s goals.
Passion
The emotional drive that fuels our associates’ efforts. Passion enhances commitment and perseverance, making people more engaged and motivated to excel. It can transform ordinary performance into extraordinary achievements.
