"If social media were a movie, it'd be sci-fi. First, it took our children and now it's come for us!" So says Michael Kassan, Chairman & CEO, Media Link LLC, as he introduces a panel discussion on "The New Socialism - Marketing Industry Growth Engine?" Panelists are: Jordan Bitterman, Senior Vice President, Media & Content, Digitas Phil Cowdell, Head of Mindshare North America, Mindshare Rob Master, North American Media Director, Unilever Greg McCastle, SVP, Advertising & Publishing, AT&T Advanced Ad Solutions Dennis Miller, General Partner, Spark Capital Deborah Schultz, Partner, Innovation Practice, Altimeter Group

When consumers are use to thinking services should be free, how do you move consumers from free to fee? On Monday at OMMA New York, Jonathan Miller, CEO, Digital Media Group, News Corp., says it's an exercise in market segmentation. Some will want the free. Others will be willing to pay for content. Don't think of it as an either/or situation.

Q&A: How get people to pay for social media services? Have to provide additional value, and a social network has to say "for that here's the package. If don't do that, all you're doing is taking stuff away from a consumer. Both will exist side by side, it's not an either, or. What about music expansion? We can be vehicle for services like Spotify, with a freemium model for music. We have hundeds thousands of bands in MySpace. What are you doing for bands? iLike has pro application for bands. I think really intneresting direction. The ability …

So, What’s new, Jon Miller? “People are back in the equation,” News Corp.’s new CEO of digital media says of the larger market, which he said is “no longer dominated by the algorithm.” Regarding branding, says Miller, “You have to do that will customized marketing campaigns … it’s not algorithmic … it’s people and time intensive.” Also, media -- the professionally produced stuff; not UGC -- is back, he says. Oh, and echoing earlier remarks by Dave Morgan, Miller says that “it’s no longer if but how” traditional media fully embraces digital media. One problem (or …

Miller: Free? Pay? Both? Miller: It's really big question for media companies. if you go back few years people said no such thing as premiume xperoence online. there are. Hulu is one, but so are a bunch of smartphone apps. so you have to get to premium. we are into pay and the whole idea of dual revenue streams, businesses that dont have that have fluctuations. do I think everyone will pay in digital, no. but can you segment them into some who pay? yes. that can coexist with no pay. it's crucial to media business because there has …

MySpace has to get more open to be a better platform for gamers. Says MySpace is now fifth largest network with 158m uniques, most coming from third parties. We've figured out how to take user data and external and turn into real bidding data. Miller concedes MySpace fell behind in product development and technology to Facebook. He points also to Hulu as an example of an online media company that has been innovative and established itself quickly in the video space. "Our future for MySpace is very much tied up in creation of media. First up in that regard …

During Jonathan Miller's keynote at OMMA New York, interviewed by MediaPost's Editor in Chief Joe Mandese, the CEO, Digital Media Group, News Corp., says Fox Audience Network's Fan ad network is the No. 5 largest, with 158 million uniques. "We are about to come out of the closet with Fan in the next couple of months," he says.

Miller on how to goose MySpace: Miller: With MySpace there is no question it fell behind on tech and product front: fell prey to not innovating. you must build organization designed to do that. we are very focused on that. we acquired ILike includes team of engineers. we are very focused on that. the trick of this is how do you marry organizations that are savvy with media and savvy with product and technology. it's not either or. so we are focused on building that. Hulu is example of great web org married to great media. it can be …

Jonathan Miller, CEO, Digital Media Group, News Corporation, and Joe Mandese, editor-in-chief of MediaPost Communications, are discussing customized marketing programs. People and creative intensive, Jonathan says. You know the people are there, in social networks, and you have to reach them in creative ways. Joe notes the dislocation in the marketplace right now and wonders how social media might get us out of a laggard economy. Jonathan: Distribution is becoming more social, big impact on media companies. Profound change in distribution of media. Messages get out there really fast. "Things that have real impact can travel far and …

Miller: What drives ads most of all is reach and consumption. we are still seeing three to one gap between time spent on line and dollar spent online. The time spent online is a proxy for many different things. but share shift lags , the biggest thing holding back is large brand spending. What you find is, really comes down to can you understand what somoene's proprensities are in different environments and match them up? We are starting to see real movement in that. Brand advertising: you have to do that by customized marketing campaigns. onlnie media have not …