April 28, 2009
Princeton Club, New York, NY

Event Sponsors

Agenda

Tuesday, 04/28

8:00 AM
Registration Opens & Continental Breakfast
9:00 AM
Welcome & Opening Remarks
9:15 AM
How Far Upstream is Project Canoe: A Conversation with David Verklin
MediaPost’s Joe Mandese hosts what promises to be a profound discussion with one of the most closely watched executives in television. Verklin, the CEO of Canoe Ventures, is looking to transform the industry with a national addressable ad platform; interactive ads that actually resonate with consumers; and set-top box data.  
Featuring
David Verklin, Operating Partner, Calera Capital 
10:00 AM
TV in the New Economy: The Upfront and Beyond
Yes, buyers and sellers continue to differ about “C3” ratings and how many dollars should flow from TV to the Web. But there is one – and only one – question on their minds heading to the upfront: the impact of the economy. It looks to be a buyers’ market, but the dynamics are shifting almost week to week. Moderator Wayne Friedman breaks it down with six of the most powerful executives in the industry.
PanelistS
Barbara Argentino, SVP Advertiser & Media Sales, NBC Universal 
Shari Cohen, Co-Head, Mindshare Exchange 
Jason Kanefsky, Managing Partner, Marketplace Intelligence, Havas Media 
Bruce Lefkowitz, Executive Vice President, Fox Cable Entertainment Networks 
Mike Shaw, President, Sales and Marketing, ABC Television Network 
Donna Speciale, President, Turner Entertainment & Young Adult Ad Sales 
11:00 AM
Coffee Break
11:15 AM
Online Video: The New Ad Models
Pre-roll is dead? Long live pre-roll? Online video has the potential to be the most popular programming platform ever. But so far, ad dollars haven’t kept up with the growth. Dubbed “The Pool,” executives from Starcom, CBS and Yahoo! and more are working on the killer app. Moderator Wayne Friedman asks about their progress and what’s coming next.
PanelistS
Chris Allen, Vice President/Video Innovations Director, Starcom USA 
Rebecca J. Paoletti, Senior Director, Video Strategy, Yahoo! Inc. 
Tracey Scheppach, CEO/Founder, Matter More Media 
Anthony Soohoo, SVP and GM of Entertainment & Lifestyle, CBS Interactive 
12:00 PM
TV’s New Trading Systems
Online deal-making offers an opportunity for speedier execution and more accurate viewing data. Yet, agencies have been slow to take advantage, perhaps fearful their very survival may be in the balance. Executives with the three leading system developers -- and an advocate from a network -- discuss why the platforms are a buyer’s friend.
PanelistS
Trevor Fellows, Head of Advertising Sales, Bloomberg LP 
Alec Gerster, CMO, Navic 
Mark Rosenthal, President of Media Platforms and Vice Chairman, Spot Runner 
Michael Steib, Director, Google TV Ads 
12:45 PM
Luncheon
1:30 PM
El Futuro de la Televisión Hispana
Pre-recession, Spanish-language TV was believed to be on a permanent growth path – so much so Univision sold for $13 billion. Consider the Hispanic population was growing and spending power was booming. Now, the outlook may be even more uncertain than the general market. David Goetzl sits down with Telemundo’s Don Browne to discuss the now and later.
Featuring
Don Browne, President, Telemundo 
David Goetzl, Senior Editor, MediaPost 
2:15 PM
Since Eisenhower was in the White House, TV has been bought and sold using Nielsen ratings. But advertisers covet metrics with more insight than panels and diaries can provide. Is the Holy Grail of matching ad exposure with purchase behavior imminent? And will networks agree to use it for deal-making when it is?
PanelistS
Bill Harvey, CEO, Bill Harvey Consulting 
Todd Juenger, Vice President and General Manager, Audience Research & Measurement, TiVo 
Jim Kite, President, Connections Research & Analytics, MediaVest USA 
David Marans, SVP, Corporate Research & Insights, A&E Networks 
Howard Shimmel, Chief Research Officer, Turner Broadcasting 
3:00 PM
Keeping Hits Coming as Consumers Twitter Their Time Away
News flash: Without programs, there would be no upfront. But creating hit shows is always a challenge, maybe more so now. Consumers are all aTwitter about new platforms, and less likely to even sample a show. And now there’s an added challenge in developing programs that resonate during a dire recession. Four leading programmers weigh in on the zeitgeist’s impact on decisions they make about striking the right chord.
Moderator
David Goetzl, Senior Editor, MediaPost 
PanelistS
Frances Berwick, President, Bravo Media 
Nancy Dubuc, Executive Vice President and General Manager, History 
Marc Juris, Executive Vice President and General Manager, truTV 
Eileen O’Neill, President and General Manager, TLC 
3:45 PM
Coffee Break
4:00 PM
Nielsen No Holds Barred: An Audience Q&A
Nielsen says the quality of its national TV ratings has hit a new high. But questions never cease. After the high-profile Project Apollo failed, will Nielsen be able to develop a “single source” metric? How reliable are its C3 ratings? And why did it challenge Arbitron in radio measurement? Dave Thomas, Nielsen’s President of Global Media Client Services, promises to take any and all questions from the audience – no limits.
Featuring
Dave Thomas, President, Global Media Client Services, Nielsen 
4:30 PM
Local Television: Last Legs or Last Laugh?
Local Television has been crushed by the disappearance of auto advertising. But hurdles remain beyond what happens with General Motors. The national spot market has lost luster and buyers complain loudly that the sheer process of making a buy is cumbersome. One intriguing question: Could Local Television ever adopt an upfront market? Top executives break down the industry’s prospects.
Moderator
David Goetzl, Senior Editor, MediaPost 
PanelistS
Ellen Drury, Managing Partner, President of Local Broadcast, GroupM Matrix 
Kathleen Keefe, Vice President of Sales, Hearst-Argyle 
Val Napolitano, CEO, Petry Television 
Maribeth Papuga, SVP, Director of Local Investment & Activation, MediaVest 
5:15 PM
Conference Concludes

Venue

Princeton Club, New York City
15 West 43rd Street
James Madison ballroom
New York, New York, 10036
Welcome to the one place in New York that has it all. Whether you are looking for a quiet space to do business, exciting special events for socializing and networking, or just a haven for relaxation, you can find it here at The Princeton Club of New York. Leave hectic streets and work schedules behind and find comfort and calm at the Club where our friendly staff not only knows your name but also your favorite lunch. Located just off 5th Avenue, the Club offers you a “home away from home” whether you live in, work in, or travel to Manhattan.

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General

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VIP Program

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MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.