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[itvt] is pleased to announce the schedule of sessions for TVOT NYC 2016, our seventh annual East Coast TV of Tomorrow Show event (Thursday, December 8th, at the SVA Theatre, 333 W 23rd St, New York, NY 10011).
TVOT NYC 2016 will pack all the excitement of our flagship TV of Tomorrow Show into an intensive, highly focused, dialog-driven, one-day event. It also represents your last best chance to network and do business with your industry peers before the holiday break!
Tickets to the event (priced at $1,075) are still available for purchase here. We advise purchasing your tickets as soon as possible (tickets will be priced at $1,275 at the door).
Please note that:
The official Twitter hashtag of the show is #TVOTNYC, and the official Twitter account is @TVOTshow.
We will be announcing more details about a number of TVOT NYC 2016 keynotes, panels and presentations in upcoming issues of the [itvt] newsletter.
7:30-8:15AM
Silas Theatre and the Lobby
Registration, Breakfast, Schmoozing and Networking
8:15-8:20AM
Silas Theatre
Welcoming Address by Tracy Swedlow, Editor-in-Chief of [itvt]
8:20-9:10AM
Silas Theatre
eSports and Advertising
A number of developments over the past year point to increasing interest in eSports as a vehicle for advertising. They include the establishment of an in-house eSports advertising agency by MCN Machinima, and the launch of the eSports Ad Bureau, an industry organization backed by such prominent players as Turner, Twitch, Major League Gaming, The Madison Square Garden Company, Canoe, and Magid Advisors.
This session--which brings together representatives of the eSports Ad Bureau and other prominent players driving the emergence of eSports as an advertising medium--will explore the potential of this new market, share lessons learned from implementations of eSports advertising to date, discuss strategies for educating the market about the potential of eSports advertising, and debate the ways in which advertising creative and campaigns need to be re-conceived in order to take into account the unique demographics and viewing behaviors of the eSports audience. Panelists include:
David Beck, Co-Founder, BRaVe Ventures (Moderator)
Josh Cella, Head of Sales, Activision Blizzard
Seth Ladetsky, SVP of Sales, Turner Sports
Stuart Lipson, Executive Director, eSports Ad Bureau
Andy Swanson, VP/eSports Evangelist, Twitch
8:20-9:10AM
Beatrice Theatre
Battle of the Century: Apps vs. TV Everywhere
In a recent essay, industry analyst Alan Wolk argues that, as television moves online, a "Battle of the Century" is underway between two competing scenarios for the future of the TV interface and user experience: a scenario in which TV is "an app-based universe of the sort found on Apple TV" versus a scenario he describes as a "TV Everywhere-type universe, owned and operated by the MVPD's" (although it goes without saying that apps will play a central role in the latter scenario too).
The first scenario envisions a TV universe dominated by subscription-based standalone apps from networks and other content providers, with device manufacturers playing an increasingly important role in enabling viewers to discover content (and also potentially combining apps into bundles of their own); the second scenario envisions MVPD's leveraging their existing advantages of "a built-in user base that doesn't have to spend any extra money to get the apps, a built-in [marketing] system…and inertia, a powerful force where consumers and television are concerned." The scenario also sees the MVPD's employing two "secret weapons": 1) their ability to "contract with Netflix et al. to bring the streaming services to their set-top boxes," and thus "eliminate the need for an additional device"; and 2) the fact that "they own the Internet--or at least access to broadband" and can therefore "easily jack up the price of a broadband-only subscription, adding on bandwidth caps, giving discounts for double- and triple-play packages and otherwise making it really, really expensive for users to go the app route."
This session will bring together a panel of veterans of the "Battle of the Century" for a lively debate over these competing scenarios for the TV of Tomorrow. Panelists include
Jonathan Dakss, Chief Digital Officer, Epix
David Gandler, CEO, FuboTV
Virginia Juliano, CEO, Cobblecord
Charlie Nooney, CEO, MobiTV
Perry Weinstein, GM, North America, Accedo
Alan Wolk, Senior Advisor, MediaLink (Moderator)
9:10-9:35AM
Silas Theatre
Advanced-Advertising Keynote Fireside (I)
We will be announcing more details about this keynote fireside in an upcoming issue of the [itvt] newsletter. Participants include:
Laura Molen, EVP of the Lifestyle Advertising Sales Group, NBCUniversal
Gail Tifford, VP of Media and Digital Engagement, Unilever North America
9:35-10:05AM
Silas Theatre
Social-Video Keynote Fireside
We will be announcing more details about this keynote fireside in an upcoming issue of the [itvt] newsletter. Participants include:
Ron Lamprecht, EVP of Business Development and Digital Distribution, NBCUniversal
9:10-10:05AM
Beatrice Theatre
#futureofbroadcasting?
While new digital technologies and concomitant changes in viewer habits and expectations continue to present them with multiple challenges, broadcasters and networks have so far weathered the digital storm, with the television industry enjoying a flowering of creativity that has been widely hailed as "the second golden age of TV," and with total US TV ad spend expected to increase to $71.29 billion in 2016, according to a recent forecast from eMarketer.
However, that same forecast calls for digital to overtake TV ad spend for the first time this year; Netflix and Amazon are investing billions of dollars in original programming (which, significantly, does not require monetization via advertising); powerful telecommunications companies are in the process of entering the content business via blockbuster acquisitions (Verizon-AOL-Yahoo, AT&T-Time Warner, etc.); publishers and other content providers with origins outside the TV industry are launching myriad new programming offerings on YouTube, Facebook, Twitter, Snapchat and other social-video platforms; and those platforms continue to lower the bar for entry into the programming business--among other things by enabling anyone with a smartphone to become a broadcaster in their own right.
This panel will identify the most significant recent developments impacting broadcast and network television, and attempt to predict how those developments will play out over the coming months and years. Panelists include:
Josh Chasin, Chief Research Officer, comScore
Dan Creekmore, Group Director, Facebook
Andrew Feigenson, Managing Director, Digital, Nielsen
Lung Huang, Head of Strategic Partnerships, 84.51° (Moderator)
Jonathan Steuer, Chief Research Officer, Omnicom Media Group
10:05-10:35AM
Silas Theatre
Advanced-Advertising Keynote Fireside (II)
We will be announcing more details about this keynote fireside in an upcoming issue of the [itvt] newsletter. Participants include:
Maria Mandel Dunsche, VP/Head of Marketing, AT&T AdWorks
Scott Ferber, CEO, Videology
10:05-10:35AM
Beatrice Theatre
Design Fireside
We will be announcing more details about this fireside in an upcoming issue of the [itvt] newsletter. Participants include:
Fabian Birgfeld, Founder and Director, W12 Studios
Dewey Reid, VP/Executive Creative Director, CNN
Additional panelists TBA
10:35-10:45AM
Schmoozing and Networking Break
10:45-11:40AM
Silas Theatre
Roundtable on the Future of TV and Video Advertising
We will be announcing more details about this panel in an upcoming issue of the [itvt] newsletter. Panelists include:
Mike Bloxham, SVP of National Television and Video, Frank N. Magid Associates
Ashish Chordia, CEO, Alphonso
Sandy Grushow, CEO, Phase 2 Media
Seth Haberman, CEO, Visible World (Moderator)
Tracey Scheppach, CEO, Matter More Media
Ashley Swartz, CEO, Furious Corp.
Zane Vella, CEO, Watchwith
10:45-11:40AM
Beatrice Theatre
Ensuring Video Quality OTT
We will be announcing more details about this panel in an upcoming issue of the [itvt] newsletter. Panelists include:
John Bishop, CTO, Media Business, Akamai
Colin Dixon, Principal, nScreenMedia (Moderator)
Reza Rassool, CTO, RealNetworks
Marty Roberts, CEO, Wicket Labs
11:40AM-12:00PM
Silas Theatre
Advanced-Advertising Keynote Presentation by ABC
We will be announcing more details about this keynote presentation in an upcoming issue of the [itvt] newsletter. Presenters include:
Rick Mandler, VP of Strategy and Digital Media Advertising, Disney/ABC Television Group
Pooja Midha, SVP of Digital Ad Sales and Operations, Disney/ABC Television Group
12:00-12:35PM
Silas Theatre
Delivering on the Promise of Addressable TV
Addressable TV advertising appears to have a ways to go before it realizes its full potential: while Starcom MediaVest estimates that 49.8 million US TV households are already reachable by addressable ads, a recent study by eMarketer found that only 1.3% of TV ad spending currently goes to addressable placements.
This session will bring together representatives from agencies, data providers, technology companies and other players that are driving the adoption of addressable TV advertising, in order to share lessons learned to date and identify the conditions that need to be in place--and the work that still needs to be done--before it can fulfill its promise. Questions to be addressed include: How will developments such as the proposed AT&T-Time Warner Merger and the ongoing transition of TV to IP impact the uptake and the efficacy of addressable TV advertising? What kinds of audience data are now at marketers' disposal and how accurate and useful are they? What kinds of addressable campaigns (e.g. those that target consumers on the basis of their loyalty to a brand vs. those that target them on the basis of their interest in a product category) are proving most successful? How big a hindrance to the implementation of addressable TV and dynamic ad insertion are established business practices and legacy technology infrastructure? And what standards and metrics need to be developed and applied in order to assess the success of addressable TV ad campaigns? Panelists include:
Jeremy Helfand, VP of Video Solutions, Adobe
Cathy Hetzel, Executive Vice President, comScore
Helen Katz, SVP/Director of Research, Publicis Groupe Media
Chris Pizzurro, Head of Business Development, Sales and Marketing, Canoe (Moderator)
11:40AM-12:35PM
Beatrice Theatre
OTT Technology Question Time
This highly interactive session will enable attendees to pose their questions about the present state--and the future--of the OTT/multiplatform TV delivery and monetization infrastructure to a "brain trust," drawn from the companies whose technologies are powering that infrastructure. The goal of the session will be to give content creators, aggregators, distributors and other interested parties a clearer understanding of the technological issues they need to be aware of as TV becomes an increasingly multiplatform medium.
Topics likely to be addressed include the challenges that are still facing the OTT/multiplatform TV infrastructure and what is being done to address them; technological innovations we can expect to see in the not-too-distant future; and the new business models and forms of creativity that these innovations could enable. Panelists include:
Mark Christie, CTO, Piksel
James Field, Product Manager, Cloud Apps and Solutions, Cisco
Additional panelists from IBM Cloud Video Services and Switch Media TBA
12:35-1:05PM
Lunch, Sponsored by IBM Cloud Video Services
1:05-1:55PM
Silas Theatre
Taking Measure of Viewing Measurement
This session will bring together representatives of some of the leading companies driving innovation in the measurement and analysis of TV and video viewing, in order to identify the most significant recent and pending developments in the field, outline ongoing challenges, and predict how new measurement and analytics technologies and methods will impact TV advertising--and the business of television in general--going forward.
Topics to be addressed include: What is the potential--and what are the limitations--of set-top box data? How important is the emergence of ACR-powered smart-TV measurement? What are the best practices for relating TV viewing to other forms of consumer data? Is there a need for more standardization and consistency in measuring viewing across platforms (note that there are almost as many different definitions of an online "video view" as there are different online video platforms) and, if so, is there a risk that standardized metrics will overlook the unique features of video viewing on each platform? What are the implications of the ongoing proliferation of video metrics? How are measurement specialists responding to such changes in consumer behavior as increased viewing of streaming video on the living-room TV set? And how are new forms of measurement and data impacting not only the advertising marketplace but programming decisions? Panelists include:
Charles Buchwalter, CEO, Symphony Advanced Media
Jonathan Farb, Chief Product Officer, ListenFirst Media
Joan FitzGerald, VP of Product Management and Business Development, TiVo
Andy Monfried, CEO, Lotame
Sean Muller, CEO, iSpot.tv
Jim Spaeth, Partner, Sequent Partners (Moderator)
Andre Swanston, CEO, Tru Optik
1:05-1:55PM
Beatrice Theatre
The Super Aggregator: Set-Top Boxes at Retail, New Navigation, and Universal Search
We will be announcing more details about this panel in an upcoming issue of the [itvt] newsletter. Panelists include:
Gerard Kunkel, Managing Partner, Next Media Partners (Moderator)
Scott Levine, SVP of Product and Technology, Distribution, Univision
Malia Moran, Managing Partner, Next Media Partners
Christian O. Peterson, Director of Product Management, Comcast Silicon Valley Innovation Center
Richard Titus, SVP of Product Experience, Samsung
Panelist from TiVo TBA
1:55-2:50PM
Silas Theatre
Programmatic TV: Clearing a Path to Growth
According to a recent forecast by eMarketer, while programmatic TV (PTV) currently accounts for just 1% of total US TV ad spending, it will make up 6% just two years from now. This session, which brings together prominent agency representatives and executives from some of the leading companies driving the development of programmatic TV, will share their views on PTV's likely roadmap over the coming months and years, identifying both the challenges that need to be overcome in order for it to achieve significant growth and recent and ongoing developments that could help its rise.
Questions to be addressed include: How can the industry counteract the various issues that are commonly cited as roadblocks to the growth of programmatic TV, including networks' fears that it will commoditize inventory and drive down prices, lack of data standardization, and the inertia engendered by entrenched business practices and legacy infrastructure? How might recent developments such as the proposed AT&T-Time Warner merger, as well as the ongoing convergence of TV and online video, accelerate the adoption of programmatic TV? Which industry players stand to gain or lose most from programmatic TV? And how best to educate the market about PTV's potential? Panelists include:
Dan Ackerman, Chief Revenue Officer, Samba TV
Jonathan Bokor, SVP/Director of Advanced Media, MediaVest
John Collins, Managing Director, Broadcast and ITV, Media Storm
Brendan Condon, CEO, AdMore
Tim Hanlon, CEO, The Vertere Group (Moderator)
John Quinn, General Manager, National and Addressable Advertising Sales, Dish Network
James Shears, General Manager, Advanced TV, The Trade Desk
1:55-2:50PM
Beatrice Theatre
New Ways of Viewing, New Kinds of Content: Programming in the Era of Social Media and OTT
This session will explore the new social and interactive programming formats, the new kinds of viewing experiences, and the changing relationships between creators and their audiences that are emerging--particularly among Millennials and Gen Z--as video content is increasingly viewed not only over-the-top, but on social media platforms, such as Snapchat, Instagram, Facebook and YouTube.
In addition to identifying new content genres and viewing behaviors that have emerged natively on such platforms, and attempting to understand how fundamental a change in audience tastes, expectations and habits they represent, panelists will examine how established media companies are adapting their own content-creation, presentation, distribution and monetization strategies in response to these developments, and how new social-video programming formats and viewing behaviors are likely to impact the content and the business of television going forward. Panelists include:
Adam Duritza, Senior Director of Global Partnerships, Yahoo
Michael Gaston, CEO, Cut.com
Sarah Malkin, VP of Programming, New Form Digital
Adam Ostrow, Chief Strategy Officer, Mashable
Nick Shore, Co-Founder and Creative Chief, Astronauts Wanted
Jim Spare, COO, Interlude
Tracy Swedlow, Editor-in-Chief, [itvt] (Moderator)
2:50-3:45PM
Silas Theatre
Maximizing the Value of Video Assets
It's been noted that close to 95% of all the television programming owned by television networks is not currently available to viewers. Some of that hasn't been converted to digital; most of that hasn't had metadata files attached; and the vast majority doesn't have a reasonable business model in place. But with direct-to-consumer distribution available at a reasonable cost, without gatekeepers, there are a lot more options available. The trick is to mine those massive libraries to find the concepts and the shows that will generate immediate consumer viewing and purchase. And there are valuation considerations once we start opening those vaults. This session will answer the question "How do we make money with all this stuff?" Panelists include:
Sherry Brennan, SVP of Distribution, Fox Networks
Urs Cete, Managing Partner, Bertelsmann Digital Media Investments (BDMI)
Chris Falkner, SVP of Advanced TV, NBC Broadcasting
John Harran, SVP of Business Development, Digital Distribution and Strategic Partnerships, Turner
Rick Howe, The iTV Doctor (Moderator)
Sam Toles, Head of Global Content Partnerships and Distribution, Vimeo
2:50-3:45PM
Beatrice Theatre
Bottle Rocket Master Class
We will be announcing more details about this Master Class in an upcoming issue of the [itvt] newsletter.
3:45-4:35PM
Silas Theatre
Identifying and Managing the Organizational Challenges of Big Data Adoption
The promise of big data for the media industry is deeper insights around what and how viewers watch. This, in turn, will change the way that the industry approaches audience, content, and monetization. But the shift to using big data solutions is challenged by the effective implementation of big data throughout the organization, the cost that it entails, and interpersonal tensions around the evolution of roles and responsibilities, including who gets credit for success. Come hear from a panel of experts talk about these challenges and best practices for implementing big data solutions to achieve success by transitioning to become a data-first organization, enabling greater access to big data, and empowering business leaders to derive insights from the data. Panelists include:
Justin Fromm, President, JF Advisory (Moderator)
Peter Naylor, SVP of Advertising Sales, Hulu
Howard Shimmel, Chief Research Officer, Turner Broadcasting
Ashish Thusoo, CEO, Qubole
Andrea Zapata, VP of Global Research and Analytics, Vevo
3:45-4:35PM
Beatrice Theatre
The Rise of Branded Content and Influencer Marketing
It's no secret that branded content and influencer marketing are playing an increasingly important role in the social-video economy--and the past year has also seen several established television players--including, among others, Turner, A+E and "Saturday Night Live"--announce major branded-content initiatives. This session will bring together representatives of several companies at the forefront of branded content and influencer marketing, in order to identify the most important things that agencies, brands, creators and other interested parties need to know about this emerging space.
Topics to be addressed include: What are the pros and cons of the various social-video platforms--and the various genres of social-video programming--for influencer marketing and branded content? What regulatory pitfalls does this new industry face? How exactly does a piece of branded video programming "go viral"? How to determine which influencer's public personality and audience demographics will prove most effective for marketing a specific brand? And how to ensure that branded content and influencer marketing--which are frequently targeted at sophisticated digital-native audiences--are engaging and entertaining, and not perceived by their targets simply as thinly disguised advertising? Panelists include:
Holden Berlin, SVP of Integrated Marketing and Program Development, Defy Media
Jon Giegengack, Principal, Hub Research (Moderator)
Jason Krebs, Head of Sales, Maker Studios
Matt Seiler, President, Marketing Solutions, Studio71
Tim Staples, CEO, Shareability
Ed Wise, Chief Revenue Officer, Mashable
4:35-4:45PM
Schmoozing and Networking Break
4:45-5:35PM
Silas Theatre
Striking the Right Balance: New Subscription Models and New Advertising Experiences
Consumers are flocking to new platforms with SVOD services and ad-avoidance capabilities, so that they can watch what they want, when they want--with the added benefit or few or no commercials. But advertising is a key component of the industry's value chain: so what are media companies doing to strike the right balance between content and advertising, in order to retain and grow viewership of their ad-supported content?
This session will allow attendees to hear from industry leaders who are innovating with new business models, reduced ad loads, and more engaging and consumer-friendly marketing techniques such as branded content and interactive advertising, so that they can learn first-hand what's working, what's not and what's next. Panelists include:
Meredith Brace, SVP of Digital Ad Sales, Fox Networks Group
Jason Flick, CEO, You.i
Malia Moran, Managing Partner, Next Media Partners (Moderator)
Peter Olsen, EVP of National Ad Sales, A+E Networks
Scott Rosenberg, VP of Advertising and Audience Development, Roku
Ben Williams, Head of Communications and Operations, Eyeo (Adblock Plus)
4:45-5:35PM
Beatrice Theatre
The New Linear TV: Live Scheduled Programming on Social Media
The past few months have seen the emergence of a new category of linear TV: live, scheduled, professionally produced programming delivered and (co-)viewed via Twitter, Facebook and other social-media platforms. This session will bring together key companies and creators driving this phenomenon, as well as companies which have not only developed the infrastructure that makes it possible, but which also offer new technologies that promise to make watching live social video programming a highly interactive experience, quite different from other forms of video viewing.
Topics to be addressed include: What are the new programming genres emerging in the live social video space? How well are sports coverage, news reporting and other established live programming categories transitioning to this new medium? How should live social video programming be promoted to viewers and monetized--to what extent do we need new promotional strategies and new native advertising formats for this new medium? What considerations should the producers and distributors of live social programming take into account when deciding which platforms to work with? And what new technologies are being developed in order to facilitate the production and distribution--and enhance the viewing experience--of live, social programming? Panelists include:
Mario Armstrong, Host, The Never Settle Show/On-Air Contributor, NBC TODAY
Gareth Capon, CEO, Grabyo
Jason George, CEO, Telescope
Dana Golden, EVP of Business Development, Silver Chalice Ventures
Ronald C. Pruett, Jr., CEO, Roker Media/Co-Founder, Roker Labs
Jesse Redniss, Co-Founder, BRaVe Ventures (Moderator)
5:35-6:20PM
Silas Theatre
Engagement through Immersion: Understanding the Potential of VR Advertising
A major new report from the Interactive Advertising Bureau (IAB) outlines both the significant potential of virtual reality (VR) as a medium for advertising and marketing, and the substantial challenges that must be overcome for this potential to be realized. This session brings together representatives from the IAB and several companies playing a key role in shaping the nascent field of VR advertising, in order to discuss why there is currently so much interest in the field, share lessons learned from deployments to date, identify the challenges still facing this new form of commercial communication, and outline the ways in which we should expect it to evolve going forward.
Questions to be addressed include: What advantages could VR offer over other forms of advertising--for example, the ability not only to engage viewers but to immerse them completely in a brand's messaging and to allow them to virtually experience a product? What is the potential of VR--and the myriad interactions it involves--to generate new, highly detailed, kinds of viewer data? How should marketing messages be presented--or perhaps, rather, experienced--in an environment where consumers are constantly changing their perspective and finding their own narrative paths? What is the roadmap to VR's establishment as a major advertising platform, in light of the fact that it is still very much a niche medium--for example, will 360-degree video, already quite widely deployed, provide a toehold for full-fledged VR advertising? And how do the various industry stakeholders need to work together in order to foster this new medium's growth? Panelists include:
Anna Bager, SVP and General Manager of Mobile and Video, IAB
Vince Cacace, CEO, Vertebrae
Brian Seth Hurst, Chief Storyteller, StoryTech Immersive (Moderator)
Alexander Rea, Creative Technology Officer, DDB
5:35-6:20PM
Beatrice Theatre
Is Cable Dead? How OTT and Virtual MVPD's are Reshaping TV Distribution
With cable and satellite subscriptions down and cord-cutting on the rise, what happens next?
Should the TV networks embrace virtual MVPD's and risk their existing business? Can traditional video-distribution business models survive, and has the balance of power changed in carriage agreements? Join this lively conversation about the changing needs of TV viewers and the challenges of evolving a multi-billion dollar business. Panelists include:
Sherry Brennan, SVP of Distribution, Fox Networks
Josh Clark, VP of Programming, Dish Network
Patrick Donoghue, CEO, Next Stop Willoughby (Moderator)
Ed Laczynski, CEO, Zype
6:20-8:00PM
Lobby
Cocktail Reception, Sponsored by comScore
TVOT NYC 2016 Agents Provocateurs
Agent Provocateur is a role unique to The TV of Tomorrow Show. Selected because of the significant work they and their companies have done to further the advanced-TV industry, TVOT Agents Provocateurs are panelists-without-portfolio, as it were, whose purpose is to catalyze discussion by asking informed questions from the floor and engaging in interesting conversations with attendees. Agents Provocateurs for TVOT NYC 2016 include:
Clayton Banks, Chief Digital Officer, Digital Harlem
Scott L. Brown, SVP of Engineering and Strategic Relations, Nielsen
Jordan Chariton, Reporter, The Young Turks
Nick DeMartino, Principal, Nick DeMartino Consulting
Allison Dollar, President, Interactive Television Alliance
Lisa Hsia, EVP of Digital, Bravo and Oxygen Media
Martin Focazio, Senior Director of Strategy and Business Consulting, EPAM Systems
Professor Al Lieberman, NYU Stern School of Business
Sanjay Macwan, Former CTO of NBCUniversal Media Labs
Euro Maestro, Periscope Star
Debby Ruth, SVP, Frank N. Magid Associates