April 10, 2012
New York City

Event Sponsors

Agenda

Tuesday, 04/10

8:00 AM
Registration Opens
9:00 AM
Opening Remarks
9:15 AM
Panel: Revolt In Upfront-Land: Old Kings and New Pretenders

New digital players -- Google's YouTube, Yahoo, AOL and others want to rush the TV upfront line with TV-like presentations. But traditional upfront and scatter markets continue to let broadcast and cable networks work their magic. Internet video usage continues to mean more opportunity -- and more concern -- for traditional TV content owners. Yet big screen media value for marketers and TV networks keeps growing. At the same time, Nielsen keeps promising one-source measurement combining for TV and digital viewing. Where are the new tipping points?

Moderator
Wayne Friedman, West Coast Editor, MediaPost 
PanelistS
Joe Abruzzese, President, Ad Sales, Discovery Communications 
Mel Berning, EVP, Ad Sales, A & E Television Networks 
Dave Cassaro, Principal, Dave Cassaro Consulting 
Chris Geraci, President, National Video Investment, OMD USA 
Kris Magel, EVP, Director of National Broadcast, Initiative 
Mike Rosen, President, Chief Activation Officer, Starcom USA 
Donna Speciale, President, Turner Entertainment & Young Adult Ad Sales 
10:15 AM
Keynote Conversation: Auto Marketing Full Speed Ahead

After Detroit’s recovery and with imports revving up, Madison Avenue’s leading category is booming. From integration with digital and social media to branded entertainment to groundbreaking sports sponsorships, automakers are ushering in some of the most innovative tactics on TV. With its diverse portfolio of brands and target audiences, Chrysler Group stands at the forefront. Get a picture of the road ahead from one of the industry’s most-respected marketing executives.

Keynote
Susan Thomson, Head of Media, Social Media and CRM, Chrysler Group LLC 
Facilitator
Karl Greenberg, Auto Marketing Editor, MediaPost 
10:45 AM
Coffee Break
11:15 AM
Keynote Conversation: Steve Koonin Unfiltered

Cable networks’ surge can be traced to Steve Koonin's realization that original programming would drive value long term. The emphasis began with the 2005 launch of “The Closer” on TNT and will continue this summer with the re-launch of “Dallas.” On comedy-focused TBS, Koonin -- President of Turner Entertainment Networks -- cut an innovative deal with Tyler Perry and brought in Conan O’Brien. In this Q&A session, we'll address: how well do TNT and TBS offer alternatives to broadcast networks; the state of reality TV (TNT is experimenting and truTV is a leader); efforts to make TV Everywhere an industry standard; opportunities that exist in a multi-screen world; and how Koonin got Larry Hagman to come back to TV.

Keynote
Steve Koonin, President, Turner Entertainment Networks 
Facilitator
David Goetzl, Senior Editor, MediaPost 
12:00 PM
Panel: The New Targeting

The decades-long emphasis on targeting viewers based on age and gender may be losing relevance. There’s a movement to focus on behavioral targeting -- the need to reach consumers who are likely to make a purchase. Looking to cut down on advertiser waste, there’s a push to employ “buyometric portraits” and “single source” systems. What are the possibilities -- and how quickly will the industry get on board?

PanelistS
Mark Lieberman, CEO, TRA, Inc. 
Jon Mandel, CEO, PrecisionDemand 
Dave Morgan, Founder and CEO, Simulmedia, Inc. 
David Poltrack, Chief Research Officer, CBS Television Network 
12:45 PM
Lunch
1:45 PM
Panel: Network Marketing Now: Traditional Methods Decline, Social Media Grows, Clutter A Constant

Leading network marketing executives in genres from pop culture (Bravo) to sports (ESPN) to drama (AMC) weigh in on attracting audiences in an increasingly cluttered market. It’s no longer just other networks posing competition, but Netflix, Facebook and online gaming are grabbing more consumers' time. Does the decline of print pose a hurdle? What opportunities do digital and social media offer? Can networks make better use of their on-air promo time?

Moderator
Wayne Friedman, West Coast Editor, MediaPost 
PanelistS
Carol Kruse, SVP, Marketing, ESPN 
Walter Levitt, Executive Vice President, Marketing, Comedy Central 
Linda Schupack, EVP Marketing, AMC Network 
Howard Shimmel, Chief Research Officer, Turner Broadcasting 
Ellen Stone, SVP Marketing, Bravo 
2:30 PM
Panel: Advertising Everywhere? Earning Ad Dollars beyond Tradtional TV

Consumer hunger for on-demand content is growing. Tv execs are still feeling their way around the space. TV Everywhere offers ample opportunities, but networks have been slow to expand programming offerings, monetize the additional views being created and embrace Nielsen’s “extended screen” measurement system. Video on demand has never reached its promise, but an industry initiative (AAMP) could move the ball downfield. Do Netflix and other streaming options help bring in new viewers or do they just cannibalize linear broadcasts? And, no one has cracked the code on ad models for online streaming. There’s big money to be made. When?

PanelistS
Chris Allen, SVP/Director of Video Innovation , SMGx 
Bob DeSena, CEO, Engagement Marketing Group 
Beth Rockwood, SVP, Market Resources, Discovery Communications 
Melanie Schneider, VP Research, AMC 
Kevin Smith, Group Vice President, Spotlight Integrated Media Sales , Comcast Spotlight 
3:15 PM
Coffee Break
3:30 PM
Panel: As the TV Programming World Turns: Singers, Talkers and Courtroom Performers

Television programming continues to take a big turn in 2012. "American Idol" gets weaker, and competitors -- other singing shows and sitcoms -- gain ground. All the while overall TV viewing continues to climb. Talk shows move into high gear this Fall with a bunch of new syndicated afternoon chat shows. Cable networks continue to seek higher ground with new scripted shows and deeper reality show niches. What will work? What will fail? And who will hang around...but cry "Uncle"?

Moderator
David Goetzl, Senior Editor, MediaPost 
PanelistS
Tim Brooks, TV Historian, Research Consultant 
Bill Carroll, VP; Director of Programming, Katz Television Group 
Chet Fenster, Managing Partner, MEC Entertainment 
Billie Gold, VP, Programming Services, Carat USA 
Don Seaman, Manager, Marketing Communications, TVB  
4:15 PM
Research Presentation: Video Advertising Convergence -- What Advertisers Think

There’s a growing consensus among advertisers and their agencies that convergence between TV and online video is nearing an inflection point. That raises a load of questions about what advertisers are thinking and planning when it comes to digital video. There are complex decisions to be made about ad spending plans, TV-to-digital budget migration and media mix selection -- and multiple criteria to consider. Advertiser Perceptions will share its research-based insights to shed more light on how video advertising convergence is impacting television and digital media.

Presenter
Ken Pearl, President and COO, Advertiser Perceptions 
5:00 PM
Conference Concludes

Venue

Sentry Centers Midtown East, New York
730 Third Avenue (Between E. 45th St. and E. 46th st)
17th Floor in the TIAA-CREF Building
New York, New York, 10017

Sentry Center Midtown East is Manhattan’s newest meeting and event facility, specifically designed to provide a distraction-free setting and meticulously controlled environment for group events, trade shows, banquets, executive education and training programs.

Sentry Center Midtown East offers a state of the art sanctuary in the midst of midtown’s hustle and bustle.

For a list of nearby accommodations, please click here.


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