Wednesday, February 8 11:00 AM - 12:15 PM Session A: Reinventing Advertising: Broadcast vs. the New Platforms: VOD, PVR, Broadband & Mobile In this session, we will look for a comprehensive understanding of the what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to VOD, Mobile and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base. Martin J. Yudkovitz, Senior Vice President, Corporate Strategy and Business Development, The Walt Disney Company David Ernst, Executive Vice President, Director, Futures & Technologies, Initiative Worldwide Tim Hanlon, Senior Vice President/Director, Emerging Contacts, Starcom MediaVest Group Reggie Bradford, President, TANDBERG Television Davina Kent, Vice President, National Advertising Sales and Research, TiVo Terry S. Bienstock, Bienstock Consulting, LLC, former EVP & General Counsel, Comcast Cable, Moderator Martin J. Yudkovitz, Senior Vice President, Corporate, Strategy and Business Development, The Walt Disney Company: Martin Yudkowvitz is Senior Vice President, Corporate Strategy and Business Development at The Walt Disney Company. Prior to joining Disney, Marty was President of Tivo, taking that company to it present position of industry innovation. Prior to Tivo, Marty was an executive vice president at NBC, where over the last 20 years he played leading roles in the development and launch of CNBC, NBC’s first entry into cable TV, MSNBC, NBC’s second cable TV venture, and MSNBC.com, the world’s leading Internet news site. During his tenure, Marty also founded NBC Digital Media, and both created and supervised NBC’s extensive relationship with Microsoft, which resulted in the successful and profitable joint ventures of MSNBC.com, NBC.com and NBCSports.com. Marty holds a Bachelor’s degree from Rutgers University and a JD from Columbia University School of Law. David Ernst, Executive Vice President, Director, Futures & Technologies: In his role as Executive Vice President, Director of Futures & Technologies, David leads the company's research team in the development and deployment of proprietary research initiatives, providing clients with a distinct advantage in today's dynamic media environment. David has a broad range of experience that he uses to develop consumer insights and identify the greatest media value that can be leveraged in the media process, across all media forms. Prior to his promotion in spring of 2003, David held the position of senior vice president, direct of Initiative Solutions, in which he developed research applications, policies and priorities for Initiative clients. David joined Initiative in August 2001 when True North Media merged with Initiative. Throughout his 20-year career, David has developed several methods of consumer-driven brand-building approaches for media planning and buying. Prior to joining True North Media in 1997, he was Senior Vice President, Associate Director of research and strategic media insights at Young & Rubicam (Y&R). He began his career in 1980 in local market television and radio, where he held various sales, programming and management positions at WBFO-FM, WUWU-FM and WIXT-TV. David also has extensive experience in the development of media and marketing models for budget determination and allocation, advertising productivity measures, and optimizing media investments. He has published a number of papers, participated in leading industry panels and also serves on several committees at the Advertising Research Foundation, Media Ratings Council, Agency Media Research Council (AMRC) and the Interactive Television Association. In 2002, David coauthored a groundbreaking paper on understanding interaction and consumer media value that was delivered at the opening session of the prestigious ESOMAR (World Association of Opinion and Market Research) conference in Cannes, France. David initiated and directs Initiative's exclusive research partnership with the Massachusetts Institute of Technology (MIT) School of Comparative Media Studies, which has resulted in breakthrough research on a number of key industry issues, including consumer behavior, interactivity and media convergence. In his spare time, David enjoys skiing and biking. He resides in Norwalk, Connecticut with his wife and two children. Tim Hanlon is Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe, S.A. He is chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firm’s ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over a decade of traditional and interactive agency media experience including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY, USA. He also served as Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated and the Voice of America. Among numerous advertising and television industry activities, Hanlon currently serves as Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee, as a member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and as a member of the National Academy of Television Arts & Sciences (NATAS) Advanced Media Committee. He is also an inaugural recipient of Interactive Television Today’s Leadership in Interactive Television Award, and has been named as one of MEDIA Magazine’s "100 People to Know." Hanlon holds a BA from Georgetown University, an MBA from the University of Chicago Graduate School of Business, and an MA from the Annenberg School for Communication at the University of Southern California. Reggie Bradford, President, TANDBERG Television: Mr. Bradford’s results-driven leadership has TANDBERG Television well positioned to lead the industry in its transition toward all digital television. TANDBERG Television offers of the cable TV industry with innovative solutions that are enabling cable and telecom operators to accelerate the delivery of digital video and on-demand content to consumers worldwide. As President of TANDBERG Television, Mr. Bradford oversees a growing and talented team focused on exceeding the needs of leaders in cable, telecom and entertainment, including Comcast Cable, Cox Communications, Time Warner Cable, Belgacom, BSkyB, iN DEMAND, HBO, Warner Bros. and Starz! Encore. Previously, Mr. Bradford served as President and CEO of N2 Broadband, a leading provider of scalable, open-standard solutions for on-demand entertainment. TANDBERG Television acquired N2 Broadband in February of 2005 in order to leverage its deep expertise and customer ties in the North American cable market that Mr. Bradford was instrumental in building. Prior to joining N2 Broadband, Mr. Bradford served as Chief Marketing Officer at WebMD Corp, where he played an integral role in building a fledgling start-up with 40 employees into one of the fastest growing, most recognized Internet brands in the world backed by 4,000 employees and more than $2 billion in funding. His signature style of strategic direction has forged a solid and stellar 13-year career that includes a broad range of operations, management, and marketing experience in traditional and emerging sectors, including various positions with Miller Brewing Company, a subsidiary of Phillip Morris. Like the companies he has led and contributed to in the past, Mr. Bradford has built his professional capabilities with a steady, consistent commitment to quality. Mr. Bradford earned a BBA in Finance from the University of Georgia and an MBA from Emory University. Davina Kent, Vice President, National Advertising Sales and Research, TiVo Inc.: Davina has been involved as an executive in the entertainment, technology and pay television industry for over 12 years. Davina joined TiVo in October 2000 to lead the TiVo launch in the UK working with BSkyB based in London. She then transitioned back to the United States to play a key role in building TiVo's advertising and audience measurement business. Before joining TiVo, Davina held marketing and business development roles at Buena Vista Home Entertainment, SkyView and DIRECTV. At Buena Vista Home Entertainment Davina focused on developing the strategy and providing training for the Home Entertainment division internationally. As a marketing executive at DIRECTV she supported the launch of the satellite service in the United States. To extend her international experience, Davina joined Galaxy Latin America to lead the launch of DIRECTV throughout Latin America as a Marketing and Sales executive. Terry S. Bienstock, Bienstock Consulting, LLC, former EVP & General Counsel, Comcast Cable: Bienstock Consulting was founded by Terry S. Bienstock to provide strategic and operational advice to media, technology, and telecommunications companies involved with video, data or voice applications in the consumer market. After more than twenty years as a lawyer and consultant to the cable, internet and telephone industries, Bienstock became Executive Vice President and General Counsel at Comcast Cable, where he spent three years as an integral part of the senior management team, reporting to the President. At Comcast, Bienstock achieved numerous significant accomplishments that enabled the successful acquisition of AT&T Broadband, as well as the integration and optimization of that company. Comcast counted on Bienstock to advise on important strategic decisions in all operations of the Cable Division, including deployment of new products, programming, strategic alliances, regulatory policy, sales, marketing, and customer service. Comcast Cable relied on him to lead the legal, state and local regulatory functions. He was also responsible for Comcast University, the corporate-wide training function for all levels of Comcast employees, from senior management to call center employees and service installers. Bienstock also led the development and implementation of Comcast’s Video-on-Demand (VOD) platform, a critical component of the company’s future growth plans.