Future TV Show 2009

January 21 & 22, 2009

Hilton New York, Avenue of the Americas

day one | day two

Day OneJanuary 21, 2009
08:00
Delegate registration, coffee and free networking time
09:10
Chairman’s opening address

Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
09:20
OPENING KEYNOTE ADDRESS: The multi-platform consumer of today and tomorrow
  • Understanding how consumers are supplementing TV viewership with tools such as video streaming and the rate at which this is developing
  • Determining when you are creating a brand if you will need to distribute across all platforms
  • Developing strategies to sell advertising across broadcast, online and mobile programming: what you need to demonstrate to ensure continued advertising revenues

Colleen Fahey Rush, Executive Vice President Research, MTV Networks
09:55
ASSESSING THE IMPACT OF THE DIGITAL SWITCHOVER: 14 days and counting…. Forecasting the impact and opportunities arising from digital switchover
  • Are we ready? How disruptive, if at all, will the switch over be?
  • What have we learnt so far about getting the message out?
  • Understanding the opportunities and threats arising from set top box data and what you must do to stay in the game

Shelly Palmer, Managing Director, Advanced Media Ventures Group
10:30
Pre-arranged one to one meetings & networking coffee break
Accelerate the networking process by taking one-to-one meetings with fellow delegates and leading solution providers
11:25
CONFERENCE TRACK ONE: IPTV & ON-DEMAND
Session Chair: Rishi Malhotra, Former VP, HBO On Demand & Multiplatform Program Marketing
PANEL: The popularity of IPTV grows but has it made an impact on the North American cable and satellite market?
  • How credible is IPTV as a pay TV platform in North America? Who's watching IPTV?
  • Are IPTV and on-demand services cannibalizing linear TV or are these additional viewing hours and new viewers?
  • What services must IPTV providers offer to tempt consumers away from their existing legacy providers? Learn what IPTV can give to the consumer that is unique
  • Will all TV be on-demand eventually and does this matter?
  • What can be learnt from IPTV in the European market?

Joseph Ambeault, Director, Consumer Product Development, Video Services, Verizon

Daniel Daines, General Manager ViP-TV, EchoStar

Joe Weber, Senior Director, Technology, TiVo
 
CONFERENCE TRACK TWO: MOBILE TV
Session Chair: Jack Myers, President, Myers Publishing LLC
Mobile content showcase: uncovering winning examples of mobile content and the ingredients needed for a successful campaign
  • Defining how consumers are using mobile media, how strong the appetite is and the demographic of the user
  • Establishing whether mobile detracts from traditional television or compliments it?
  • Reviewing the very latest case studies of the types of programming that work on mobile
  • This session includes 2/3 focused examples of mobile content and how it has been used to achieve the next level of consumer engagement

Frank Chindamo , President & Chief Creative Officer, Fun Little Movies

James Eadie, Vice President Digital Distribution, MTV Networks

Levi Shapiro, Contributing Editor, Video Age International
 
12:00
Examples of world-class live and on demand video services
Case study led by:
  • Overcoming the external and internal challenges of delivering live and on-demand broadband video
  • Streamlining and standardizing—from content ingestion to publishing
  • Delivering content in a global world without global rights

George Richards, Business Development Manager, Verizon Business

Ivan Lopez, Vice President, Business Development, MPS Broadband
 
Expert perspectives on the commercialization of mobile: Review the current state of play and how the revenue models are likely to evolve
Panel Discussion
  • Defining the impact of mobile on advertising to date: how have the current mobile applications arranged their advertising models
  • Evaluating current mobile revenue streams and how they can be maximized

Frank Chindamo , President & Chief Creative Officer, Fun Little Movies

James Eadie, Vice President Digital Distribution, MTV Networks

Levi Shapiro, Contributing Editor, Video Age International
 
12:35
Hosted networking lunch
13:35
Integrating social media and big media: understanding how to make TV watching more social
  • Analyzing what benefits social tools can bring and how these can be applied to your business
  • Assessing the market positioning of social features and how these can be enhanced to ensure viewer engagement
  • Forecasting the future of big media

Ty-Ahmad Taylor, Founder, Snap Scores Inc. & Former Senior Vice President, Product Development & Strategy, MTV Networks
14:15
Future evolutions in TV measurement and research
A panel of influential industry thought-leaders debate the likely future of TV audience measurement and research in light of the changing business climate, emerging technologies and evolving consumer behaviors
  • How will existing practices develop and what new techniques and metrics will become common-place as advertisers, media owners, agencies and research vendors seek to leverage the changing media landscape?

Mike Bloxham, Director of Insight & Researcher for the Center for Media Design, Ball State University
Jack Wakshlag, Chief Research Officer, Turner Broadcasting
Joel Rubinson, Chief Research Officer, Advertising Research Foundation
Jim Kite, President, Connections Research and Analytics,, MediaVest
14:55
Pre-arranged one to one meetings & networking coffee break
Accelerate the networking process by taking one-to-one meetings with fellow delegates and leading solution providers
16:15
CONFERENCE TRACK ONE: DIGITAL & HD
Analyzing the role of the digital switchover in the future of HD
Case Study: National Geographic Channel
  • Reviewing current HD consumption trends, the behavior patterns of HD customers and how this could be further commercialized
  • Understanding the impact of HD on ad retention and revenues
  • Determining how the dynamics of HD may change with the upcoming digital switchover and how you can ensure you monetize this opportunity

Brad Dancer, Senior Vice President Research & Digital Media, National Geographic Channel
 
CONFERENCE TRACK TWO: MARKETING & BRAND MANAGEMENT
7 counterintuitive strategies to succeed in a Web2.0 world
  • How can you use the opportunities of Web2.0 to attract more customers?
  • Are consumers expectations of instant, always on, and free content making revenue generation harder?
  • What are the new rules of brand management that you need to bring to your organization to thrive in the social media era?

Rohit Bhargava, Senior Vice President, Digital Strategy & Marketing, Ogilvy Public Relations Worldwide | 360 Digital Influence
 
16:50
CONFERENCE TRACK ONE: PREVENTING PIRACY
Preventing piracy in a multi-platform world
  • Assessing the impact of increased connectivity on piracy. Where are the implications for the business and how can piracy be averted?
  • Understand how content rights can be protected in an open walled environment
  • Determining what is happening to stabalize online video and piracy
  • Analyzing the impact of legitimate digital distribution channels on the demand for piracy

Dr Michael Smith, Co-Director of the Digital Media Research Center, Carnegie Mellon University

Francis Chang, Partner, Blakes, Cassels & Graydon
 
INTERACTIVE WORKSHOP
Video quality monitoring and validation in video delivery network
Workshop led by:

  • Understand new ways the digital conversion is allowing broadcasters to distributed content
  • Understand potential for content quality issues facing broadcasters that deploy video over IP technology
  • Explore and learn about a recently developed technology enabling a new approach to baseband video verification
  • Hear the developments of distributed probing technology as well as the benefits of a centralized management system that enables accurate archiving functions

Calvin Harrison , Vice President, Marketing & Business Development, IneoQuest
 
17:25
Panel: Evaluating the promise and reality of set top box data and what this actually means for the business
  • Defining how set top box data can be measured, recorded and used by the industry
  • Understanding what the second by second account of consumer behavior will actually mean for the industry
  • Uncovering strategies to commercialize the new measurements and how you can leverage this
  • Considering the switch to digital, what is the scope for advanced advertising

Todd Juenger , Vice President & General Manager, Audience Research & Measurement, TiVo Inc
Keval Desai, Director of Products, Google TV Ads
Jeff Boehme, Senior Vice President, DigitalPlus, The Nielsen Company
18:00
Networking drinks reception sponsored by

day one | day two

Day TwoJanuary 22, 2009
08:00
Registration & coffee
08:30
Welcome address and recap of day one

Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
08:35
Revealing the advertisers perspective on the evolution of platforms and ad spend
  • Establishing why the majority of ad dollars are still spent on linear television and what you must do to stay ahead of the curve
  • Understanding whether advertisers continue to advertise on mass, or if appetite for alternative methods is increasing
  • Clarifying the need for targeted advertising and what this means for the operator
  • Uncovering the barriers to multi-platform advertising and what needs to be addressed to enable a shift
  • Unique views on online, gaming, social media and branded entertainment as an alternative to the 30’ spot
  • In a digital world, should a brand tailor itself for different platforms or focus on its core identity?

David Lang, President, MindShare Entertainment
Shari Cohen , Exchange Leadership, MindShare Entertainment
09:10
CONFERENCE TRACK ONE: CONTENT EVERYWHERE
PANEL: Is it really possible to create content that works across multiple platforms?
Moderator: Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
  • Examining what type of content consumers are engaging with across 3 screens
  • Understanding which content is gaining most traction
  • What impact do different platforms have on each other? How much does one cannibalize another?
  • Which multi-platform content commands a premium?
  • Is the much hyped ‘create once, view anywhere’ adage a reality or merely an ideal?

Perkins Miller, Senior Vice President Digital Media , NBC Universal Sports and Olympics

Alice Kim, Senior Vice President of Digital Distribution & Partner Relations, MTV Networks

Jon Vlassopulos, CEO, Moderati & General Manager, North America, Bellrock Media
 
CONFERENCE TRACK TWO: Advertizing in a multiplatform world
PANEL: Enabling multiplatform advertising
Moderator: Jack Myers, President, Myers Publishing
  • Evaluating ways to encourage advertisers to adapt to the new models
  • Establishing pricing options: do trial or tier pricing options work?
  • Revealing how measurement contributes to your offering on linear television
  • What ad models work on what platform?
  • Measurement models: are we any further in understanding the demographic of the multi-platform consumer? How are consumers being differentiated in shared households?
  • Do multi-platform ads boost conversion rates?

Joan Gillman, President, Media Sales, Time Warner Cable

Lee Doyle, Chief Executive Officer, North America, Mediaedge:cia

Jacqueline Corbelli, Chief Executive Officer & Chairman, BrightLineiTV
 
09:45
Multi-platform Case Study – USA
Beyond siloed measurement: Find out what ESPN has learned from it's seven-year investment in multi-platform research.
  • See how ESPN has grown as a multiplatform company with TV as the foundation
  • Learn 6 core principles of cross-media behavior and measurement
  • Get in-depth insight from ESPN's exclusive access to Nielsen's convergence panel
  • Understand why media use is not a zero-sum game - a heavy user of one, can be a heavy user of all
  • Discover the real drivers of multiplatform use and the value of incremental touchpoints

Artie Bulgrin, Senior Vice President, Research & Sales Development, ESPN

Glenn Enoch, Vice President, Research, ESPN
 
The New World of Interactive Advertising – Combining the Best of TV and Digital Advertising
  • Don Reilley from Microsoft’s Advertising Business Group will discuss how Xbox LIVE combines elements of TV with digital entertainment in an immersive, high-definition environment that delivers successful results to advertisers. With an engaged audience of more than 14 million, Xbox LIVE is the largest social network on TV delivering access to thousands of games, movies and television shows and opening up the platform for marketers to successfully connect with their audience.

Don Reilley, National Sales Manager, Xbox, Microsoft
 
10:20
Pre-arranged one to one meetings & networking coffee break
Accelerate the networking process by taking one-to-one meetings with fellow delegates and leading solution providers
11:10
Case study: The Hotel Network
At the intersection of TV, VOD and place-based digital out of home, Derek White will share unique insights from the hotel space
  • What set-top box data and media habits of a half billion annual hotel guests tells us
  • Experiments in short-form that work: bringing the best of the web to TV
  • Effective out-of-home measurement and ad models of the future

Derek White, President, The Hotel Networks
 
Case study: Outlining the growth of online premium video and understanding the viewer metrics available to advertisers
  • Evaluating the success of online programming, the demographic of the typical consumer and their viewing habits
  • Understanding how consumer viewing habits are moving to the online medium
  • ROI: a look at the revenue generated by streaming content over the web and how this might be further enhanced
  • Defining how online success is being measured
  • Industry challenges and opportunities

Hardie Tankersley, VP of Innovation/Partnerships and GM of Fox.com , Fox Broadcasting
 
11:45
Analyzing the effectiveness of long-form video, online consumer drivers and advertising engagement
Case study: abc.com
  • Understanding the consumer drivers and interaction with long form video
  • Examining the trends in long form video product development
  • Uncovering viewer reaction to different advertising models within long-form online videos and a comparison of behavior to that of linear television
  • Assessing the role of targeting, ad content and interactivity in viewer engagement

Rick Mandler, Vice President, Digital Media Advertising , Disney/ ABC
12:20
INTERACTIVE WORKSHOP
Digital entertainment: the 7 Golden Rules
Workshop led by:

Digital entertainment is here, and if you are not launching something to promote it then you are at a disadvantage… or that is the perception. Everyone in TME has some flavor of new digital media platform, from content owners, broadcasters, telco’s, cable providers and new upstarts alike.
  • Understanding the 7 Golden Rules as key insights into what is really happening in the marketplace and why: from asset management schemes and multi-screen delivery to business models and technology choices

Greg Jarvis, Senior Director, ioko
 
INTERACTIVE WORKSHOP
Leveraging your online presence in a profitable manner
Understanding the potential of live TV streaming in a downsized economy and beyond.


  • Analysis of current live TV streams from major brands in North America - a closer look at user experience, advertising opportunities and delivery.
  • Market potential – which types of audience will be the best to target to generate new revenues in 2009.
  • Insight on the best tactics for 2009 and beyond to increase brand stickiness and advertising revenues, get the widest reach and maximize multicasting strategies.

Neil Sweeney, Senior Vice President, StreamTheWorld
 
12:55
Networking lunch
14:00
PANEL DISCUSSION: The year of interactive?!? Analyzing the current state of interactive television and how the industry can overcome challenges in mass deployment
Moderator: Rishi Malhotra, Former VP, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc
  • Defining interactive and what value interactivity can bring to the consumer
  • Establishing what interactivity is currently available and what has worked in other geographical domains
  • Is it going to take off? Understanding the barriers to mass deployment and when the return path will be viable
  • Unique perspectives on the consumer appetite for interactive and what makes a compelling interactive experience
  • Achieving the next level of interactive: review strategies to engage Gen Y and Baby Boomers
  • Commercializing interactive: how and when will we start to see incremental revenues? Fundamentally… is it worth the effort to go interactive?

Lisa Hsia , Senior Vice President, New Media & Digital Strategy, Bravo
Ian Schafer, Founder & CEO, Deep Focus
Susan Bonds, President/CEO, 42 Entertainment
James Joyce, Executive Vice President, Business Development, 2waytraffic
14:35
Uncovering the current state of linear and multi-platform ad spend and the extent you should invest in new platforms
Rewind and fast forward: analyzing how the ad world has evolved and will continue to evolve with the proliferation content everywhere
  • Looking back 3 years: evaluating where money was being spent on mobile, online and cable and how this is changing
  • Establishing today’s expenditure and the shift in dollars to multi-platform
  • Understanding the split from sector to sector – where are the dollars being spent?
  • Will ad spend shift from linear to non-linear? Forecasting the proportions and the potential impact of VOD
  • Evaluating the role of gaming and social worlds: will these erode TV ad spend?
  • Differentiating between ad sectors that are spending on alternative models and how you can best leverage this

Lee Doyle, Chief Executive Officer, North America, Mediaedge:cia
15:10
Super Panel: The future of television – what’s next?
Moderator: Simon Applebaum, Producer/Host, Tomorrow Will Be Televised
  • How will consumers react to the next generation of services?
  • Which technologies look set to have the greatest impact on the evolving TV landscape?
  • Can internet infrastructure keep up?
  • Once all content is either free or available as pirated copies, how will anyone make money?
  • What’s the timeline for the next generation of services? Has the economic downturn slowed this process?

Stuart Sikes, President, Parks Associates
John Bates, MMO Evangelist, Entropia Universe / MindArk
Jason Hirschhorn, President, Sling Media Entertainment Group
Jim Louderback, Chief Executive Officer, Revision3
15:50
Chairman's closing remarks

Rishi Malhotra, Former Vice President, HBO On Demand & Multiplatform Program Marketing, Home Box Office Inc

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