Industry trailblazer McGrath will address the recent successes and coming hurdles at MTV Networks, where she oversees a portfolio that reaches every key demo and has a remarkable impact on pop culture. MTV saw record growth in 2010, while Nickelodeon continues its steadfast leadership. TV Land has produced breakout comedy “Hot in Cleveland” and Jon Stewart and Stephen Colbert are primed for a roiling 2012 election season. Oh, she might also have a thing or two to say about a group living and loving in Jersey.

Facilitator: David Goetzl Senior Editor, MediaPost

TV upfronts still take on a bullish nature for many. This year’s scatter markets arel hot and heavy -- which will push TV sellers to ask for big upfront increases -- even in an Internet premium video happy age. While much remains the same, we still hear media agencies talk about addressable advertising and about growing DVR usage. Growing Internet video usage seems always to mean more opportunity -- and more concern -- for content owners. Even with all of this, the big screen media value for marketers and TV networks hasn’t changed that much. Where’s the tipping point?

At the top media companies and agencies, researchers now have a seat in the C-suite, influencing nearly every major strategic decision. After all, it’s no longer three networks, but three screens. And who knows how consumers will take advantage and how networks will be able to measure how they do it? On just TV, there’s grappling with single-source measurement; set-top-box data; proper commercial loads; what Millennials want; and is there too much reality TV?

 Presented by Networked Insights

The Census results show huge growth in the Hispanic population, giving Falco ammunition as he lobbies advertisers that Univision deserves a greater share of their dollars. Univision now believes it competes with ABC, CBS, NBC and Fox. This year, it plans to launch new networks and elevate its sports offerings. After 31 years at NBC, change is nothing new for Falco. While there, NBC’s acquisition of Telemundo gave Falco oversight of that network, a competitor with multiple Univision properties.

Facilitator: David Goetzl Senior Editor, MediaPost

With fragmented and rapidly expanding distribution channels challenging traditional business models, advertisers have a ripe opportunity to fill a void in program creation. Instead of waiting for demographically targeted and contextually relevant programming to find them, marketers have a chance to conceive, architect and build content -- and to hold an equity stake in it. Yet, how willing are they to stomach the greater risks -- but potentially higher rewards – that come with owning and not renting? Further, how is success measured in an advertiser-as-programmer world?

Whither NBC again? Brian Roberts said it could take "years" for the network to rebound. Is that what TV advertisers are looking for? Cable surges with scripted shows driving TV network performances. Or is it the plethora of reality shows? Does that matter to marketers? Syndication: Oprah is leaving soon; Martha Stewart is already gone. Are court TV shows and lower-starred talk shows enough to keep this business top of mind? Big consumer brands still love big shows creating big time buzz.

Digital premium TV platforms keep growing – and getting more complicated. Hulu has been the gold standard for some. Now, Netflix is getting into the act, looking at throwing more dollars studios’ way. More networks are using digital platforms as a place for emergency make-good inventory. How will Nielsen’s merging of online and traditional video metrics help stir the pot? Will more money come out of traditional TV budgets? Are pre-roll ads still king? And will the same levels of commercial load that run in traditional TV ever fly online?