Tuesday, 04/28
8:00 AM
8:00 AM ET
Registration Opens & Continental Breakfast
9:00 AM
9:00 AM ET
Welcome & Opening Remarks
9:15 AM
9:15 AM ET
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
10:00 AM ET
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, Former 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
11:00 AM ET
Coffee Break
11:15 AM
11:15 AM ET
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 @Make_it_MM
- Anthony Soohoo, SVP and GM of Entertainment & Lifestyle, CBS Interactive
12:00 PM
12:00 PM ET
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
12:45 PM ET
Luncheon
1:30 PM
1:30 PM ET
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
2:15 PM ET
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
3:00 PM ET
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
3:45 PM ET
Coffee Break
4:00 PM
4:00 PM ET
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
4:30 PM ET
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
5:15 PM ET
Conference Concludes
