30 years of happy clients.

When we talk “About Us,” it’s really all about you.
Our past experience compels us to stay one
step ahead to deliver the richest media
campaign for your product.


James T. Balitsos
Founder and President

Jim Balitsos founded Diray nearly 4 decades ago. He has led Diray through the evolving landscape of television media. Beginning with broadcast TV, through the cable revolution, and now the digital world, Diray has been based on three principles: Relationships, Results and Reputation. That is still who we are today.

Diray has always considered the client/agency relationship as a true partnership. Jim is known as straightforward, honest, and most importantly, for hitting the numbers. Today, the most enjoyable aspect of the business for him is working with the younger people who are entering the business. As far as the future of our business, Jim has always said, “It will always be TV, but now it is just coming through different boxes.”

Nancy Arnold
EVP, Marketing

With Diray since 1993, Nancy is proud of her role in helping to build and drive the Diray team into the successful business it is today. She loves creating successful campaigns, negotiating deals and spearheading big wins for Diray clients. Her proven formula has led to TV success and retail hits, especially in the children’s category, where she’s worked tirelessly with network execs and clients for award-winning toy retail launches.

Her energy and positivity make her an asset to both the media and account teams. Relationship building and turning media campaigns into winners is her passion. Her knowledge of the direct response model, devotion to clients and tenacious work ethic drive many of Diray’s successes. A partner since 2006, Nancy’s ambition for success continues to this day, excited to work with clients and design strategies that have a proven track record of performance.

Tricia Ruddy
EVP, Client Services

Tricia leads her account team in campaign management for Diray’s clients. A partner since 2006, she is known as our Media Triathlete, always ready for a challenge and loves to motivate her team to exceed client goals. She processes short-term details and big-picture strategy to provide actionable analytics that deliver bottom-line results and a market advantage.

An expert in campaign management, Tricia has developed benchmarks and metrics that deliver proven results and are essential to Diray’s success. In an ever-changing media climate, she believes data-driven insights are critical in engaging with today’s complex consumer behavior. With Diray since 1997, Tricia is one of the driving forces in Diray’s transformation to an integrated direct response agency.

Sofia Sanchez
EVP, Media

Sofia directs the media-buying department and works closely with the account team to develop campaign strategy and execution for our clients. Well known for her determination and focus, Sofia has strong analytical skills and the ability to identify and find the best programming options to help clients reach and exceed their goals. A partner since 2006, Sofia’s keen understanding of the media landscape has positioned Diray at the forefront of the industry.

Sofia’s success began with traditional media in 1995 and continues to keep Diray on the cutting edge of the DRTV media world. She leads her buying team effectively and efficiently maintaining Diray’s reputation as the go-to direct response agency. Sofia’s optimistic, confident and charismatic personality puts vendors and clients at ease — helping to forge strong long lasting-relationships that benefit all sides.

BJ Stevenson
VP, Business Relations & Client Services

As VP, Business Relations & Client Services, BJ leads DR newcomers through all the stages of creating a strong short-form campaign. BJ has been an integral part of multiple campaigns that started with an idea and went on to become retail successes. He keeps the Diray team laughing, but he’s all business when it comes to the pre-launch strategies to position a product and maintaining goals during its rollout. He thrives on helping clients form the perfect team for a launch. He is also proud of the role Diray plays in digital marketing, giving new life to products that struggled in more traditional spaces.

BJ is a true success story at Diray, who’s built his career from the ground up. From intern to media buying and account management to business development, he’s held nearly every position since joining Diray in 2000 — giving him a unique insight that benefits our clients and our company.

Matthew Greger
Vice President of Technology

Matthew oversees the technology and development of intuitive software for integrated direct response advertising. His team created Diray’s MediaSYNC and MediaINSIGHTS apps to manage media buying across channels and analyze broadcast, cable and online media results. These apps, which merge TV, digital and analytics, are a perfect example of Matthew’s ability to stay ahead of the technology curve and lead the way into the future. With more than 30 years of experience — systems development since 1992 — Matthew knows his way around direct response.

From streamlining workflows to creative problem solving to improving the user’s experience, he’s motivated to make a difference at Diray. He’s best known for his patience, calmness and incredible organization skills, and as the guy who loves to start a conversation by saying, “Wouldn’t it be great if…”

Barbara Baker

As Controller, Barbara oversees all aspects of Diray’s financial reporting and accounting processes. Having launched her professional career at a Big Four accounting firm in NYC, she is a Certified Public Accountant possessing more than 30 years of diverse accounting and management skills. Barbara has worked with organizations of a multitude of sizes and industry sectors, ranging from startup e-commerce ventures to publicly held fortune 500 companies.

With her broad range of experience, Barbara brings a unique mix of skills to Diray’s management team. Even in such a fast paced sector as Direct Response, Barbara has earned a reputation for not only her accounting and management capabilities, but for her easy going management style and calm attitude.  In addition to heading up the accounting department, Barbara also is responsible for general office management.

Al Diem
Director of Business Development

Based in L.A., Al is responsible for bringing Diray’s expertise to new clients across the country, showing them the ease — and the impact — of bringing TV and digital together under one roof. Al came to Diray with over 15 years of direct response marketing experience and he draws on that to help clients of all sizes better understand their metrics. He specializes in short-form campaigns with retail components, and using digital advertising for ROI and drive to retail.

Al thrives on talking with people and seeing campaigns succeed. Metrics are his passion, and he loves measuring a campaign’s progress, seeing it tested and tweaked until it’s successful.

8.5Average Years of Employment
65Charities Supported
75%Employees Who Play Sports
200+Events Hosted & Golf Balls Lost


Diray Media is affiliated with today’s top member organizations in media, market research, direct marketing and advertising.

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“DirayTV is simply BEST IN CLASS! They truly care about making your campaign a success. From product test to launch and roll out, DirayTV’s fantastic team was there to guide us through each phase of our campaign. If you are considering launching a short form direct response commercial, DirayTV is the ONLY way to go!”

Phil Swift

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