Okay, so it was in the context for the hilarious SNL-inspired music video parody, "Dick in the Box," and she was using it to point out the kinds of heroes Millennials have (also including "Bruno"), but still, it was funny hearing her say it. It was equally funny hearing, MediaPost moderator David Goetzl add, "I don't know how many times I've seen dick in a box." Okay, so I'm still a Millennial at heart.

MTV Networks chief Judy McGrath is explaining the logic behind MTV's shift form polished Gen X oriented programming of yesteryear to its more contemporary focus on "more gritty" takes – like "Jersey Shore" and "Sixteen and Pregnant" – which are aimed squarely at Millennials. The reason, McGrath alluded, isn't just a generational shift, but an emotional one. Millennials are wired very differently from previous youth generations, she says, noting, "They seem to have this incredible lack of employment opportunity, and yet they think they can change the world." While that may not seem like the ideal demo for …

That's right, and it just hit me last night as I was preparing the opening remarks for this morning's Outfront conference in New York. But it's true, when you add up the cumulative -- or as people in the TV business might say, "cume" -- of myself, and my colleagues Wayne Friedman and David Goetzl, we've been covering TV for more than 75 years. 1939 World's Fair demos and World War II aside, that's older than the commercial television marketplace. Okay, so it was a cume, but you TV insiders understand what I mean, right?

No kidding, Innerscope chief Brian Levine is presenting some updates on brain theory and how viewers connect with media and content across various media screens. And as part of the presentation, Levine said he will show some actual Mitch-metrics, gleaned from a test Innerscope conducted a while ago up at MPG, which Oscar is the Televisual chief. I wonder what it will show?

In a surprisingly impromptu announcement, Donovan Data Systems' Harvey Kent told attendees at MediaPost's Re:Vision conference that Madison Avenue's back-office giant has been meeting with the Big 3 targeted TV ad network players - Google's TV Ads, Microsoft's Advertising TV Network, and Simulmedia - to figure out how to integrate their buying platforms into Donovan's agency systems. Referring to the players as, "cool, high value media buys," Kent acknowledged that the integration is a "challenge," but he said Donovan is committed to making it happen, because its agency clients are utilizing the systems and need a better way of stewarding …

Targeting adults 25-54 and $75,000 plus TV viewers? That's the bare minimum for most TV marketers. But a media plan increasing needs to be fluid. "Your consumer hasn't read your media plan," says Matt DelRe, manager of Google TV Ads, speaking at MediaPost's Re:Vision event. "They can change their mind in a week, in a quarter. They can change their mind as quickly as televison comes at them." In July DelRe says Google TV Ads will have the capability of adjusting a cable TV buy -- something Google TV Ads can focus on-- raising or lower gross rating points, …

That was an important insight to share with a roomful of Madison Avenue targeting gurus. Especially when they're in a room listing to people talk about the ability to micro target and even address TV advertising down to incredibly precise levels. The message came, surprisingly, from a Google executive. Matt Delre, a member of Google's TV Ads team, said it to make the point that as precise as you get with your data and your media plans, people are people. In other words, Delre told the audience at MediaPost's Re:Vision conference in New York, "They don't now they're …

Explaining the audio sensory component of a "five senses" promotion he produced for HBO's new "Game of Thrones" series, Steve Coulson, Partner, Creative Director of Campfire, accidentally made the medium the message. While describing the audio sensory stunt, which reverberated sounds in a way that "bounced of the ear," Coulson accidentally pulled his microphone away from his mouth, creating a reverberating effect. Very appropriate when you consider he was explaining the concept of transmedia storytelling during the afternoon session of MediaPost's Re:Vision conference in New York.

During a panel discussion at the Re:Vision event, one featuring some college students and their media use behaviors, some honest opinions were revealed -- including one where viewers can get bombarded with cable TV promos. Watching MTV's "Jersey Shore", Yaffa Wagschal, who is a senior, majoring in fashion merchandising at the Fashion Institute of Technology, said: "I felt that I was subjected too many promos. It was really grating. I became more annoyed." What MTV promos did Wagschal have a problem with? Too much "Khole & Lamar"!

What’s one word to describe the industry’s efforts to capture modern multi-screen content consumption? A “challenge,” says Richard Zackon, President of PCN Coaching, and a Council for Research Excellence “facilitator.” Meanwhile, upon the forthcoming launch of the Council’s study of users across video platforms, Zackon said it will be publishing an online archive of studies so that any researcher in the field will have ready access to a comprehensive resource. On behalf of data-hounds everywhere, let us be the first to day, 'Thanks you, Council for Research Excellence!'