• by Mitch Oscar , Op-Ed Contributor, November 25, 2008

On Dec. 3 in New York City at The Helen Mills Theater, MPG & MediaContacts, Havas siblings, will stage its quarterly forum, The Collaborative Alliance, where content creators, technologists, distributors and researchers meet to vet their interactive televisual propositions (television, broadband, wireless and out of home). Its mission is to provide media professionals, advertisers and their agencies in attendance with the opportunity to make sure they "get it right" so that the applications developed meet the specific needs of marketers in their quest to provide the best possible platform for their messaging and consumer engagement. The technologists, distributors and researchers contribute engineering time, resources/content and technological wizardry to create prototypical models for the venture. In exchange, they ask that those who attend the forum contribute brainpower (marketing and media) and assets (video and branded).

The aim of The Collaborative Alliance is to help navigate the future of the consumer and advertiser relationship within the evolving televisual landscape. If you are curious about its evolution or wish to attend, please let me know.    


Keynote Presentations

ESPN
ESPN's Artie Bulgrin, SVP Research & Analytics, and Glenn Enoch, VP Integrated Media Research, will share some results from the extensive work ESPN has done to understand cross-media behavior and develop new measurement solutions for three screens and beyond. This will include insights from ESPN's year long evaluation of Nielsen's Convergence Panel data, use of Knowledge Networks custom studies and the development of new fusion models.

ABC Television Network/Video On Demand Forays
ABC Television Network's Patrick McGovern, SVP Sales & Strategic Planning & Digital Media, will share the network's vision of cable/satellite/telco ad supported video on demand models focusing on some of the major impediments inhibiting deployment i.e., technical and measurement.

Daisy Whitney Presents Web Video: Financial & Advertising Models
TVWeek contributing writer and host of the "New Media Minute" Daisy Whitney will introduce attendees to some of the merging and unique programs, and advertising opportunities in Web video, i.e., creation, packaging and monetization. Independent and targeted-communities online video creator NextNewNetworks will share aspirations, anecdotes and frustrations.

Audience Measurement in the Digital Terrestrial & Digital Tier Realm
Current TV's VP of Research Theresa Pepe Falcone and EVADConsulting's Frank Foster will walk the Collaborative Alliance through new issues shaping audience measurement as the media community transitions to digital broadcasting in February 2009 i.e., the challenges digital terrestrial TV stations and digital tier cable networks pose for conventional research, the new tools advertisers will need to become acquainted with and which new data sets may be introduced into fusion modeling.

TV Guide
The Interactive Program Guide (IPG) is the gateway to the myriad of TV programs, channels and features promised by the advent of digital television and has the potential to be one of the most coveted pieces of real estate in the interactive TV realm. TV Guide, now a part of Macrovision, has begun collecting usage data from set top boxes for the first time this Fall. Scott Rosenberg, VP of Advanced Advertising, and Senior Director Rick Wardell will share directional learnings from the beta market including guide usage, ad impressions, engagement metrics and interaction with their new video on demand application.

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