Wednesday, February 8 2:30 PM - 3:30 PM Session Hosted by IBM Corp Session C: The DVR and VOD as a Disruptive Market Force: How Consumer Adaptation of Technology Determines the Future of Advertising and Programming Perhaps only coming in second to the impact of P2P technology is the double-barreled disruptive power of the DVR together with VOD. Since the introduction of TiVO six years ago, the DVR or PVR, has come to be known as the advertiser and TV network executive’s worst nightmare. While the industry seems to have dodged a bullet in the past few years, with the consumer proving to be more interested in surfing to additional programming than they were in zapping ads and recording programs as a viewing lifestyle, with the introduction of the combined assault of the server and set-top based on-demand programming and PVR combination, it would seem that the advertiser and programmer is facing a new Waterloo. How will the industry react to this new assault? The TiVO will seem like a minor distraction if the consumer chooses to fully embrace OnDemand TV viewing with completely personalized viewing options. We will not fully understand this phenomena for many years and we may not have good answers either, but in this session we will begin to probe the question. Thomas N. Barreca, Senior Vice President, WWE Enterprises Robert C. McIntyre, Corporate Senior Vice President, Chief Technical Officer, Scientific-Atlanta Jon Fine, Media Columnist, BusinessWeek Andrew Cleland, Executive Director Alliances and Technology, Time Warner Corporate Larry Gerbrandt, SVP/Senior Corporate Analyst, Nielsen Analytics Saul Berman, Partner and Global Executive, IBM Business Consulting Services (BCS), Moderator Saul J. Berman is Global Lead Partner and Executive, IBM Business Consulting Services, Media & Entertainment Industry. In addition, he leads IBM’s the Global and Americas business strategy competency. Voted one of Consulting Magazine’s "Top 25 Most Influential Consulting Leaders of 2005", Dr. Berman has authored numerous articles and publications including recent white papers "The end of television as we know it," "Media and Entertainment 2010: The open media company" and "Beyond access: Raising the value of information in a cluttered marketplace." Prior to joining IBM, Dr. Bermanl was the Global Strategic Change Leader at PwC Consulting. He was also previously a divisional Vice President with Broadway Department Stores and an Assistant Professor of Management at the University of Southern California. Dr. Berman has more than 20 years of consulting experience advising senior management of large corporate and start-up organizations. He has directed engagements addressing issues of strategy, organization, and operations. He has worked extensively on issues of competitive positioning, differentiation, new business plans & strategies, growth, operational & cost improvement, operations/manufacturing strategy, organizational design and enterprise transformation. His clients have included most of the major media companies as well as telecommunication companies, consumer goods manufacturers, retailers and automotive companies in the United States, Japan, Europe and Australia. Dr. Berman holds a Ph.D. in Management and Information Systems and a MBA in Production Systems and Operations Research from the Graduate School of Business at Columbia University in New York. He obtained a Bachelor of Science in Economics at The Wharton School, University of Pennsylvania, Philadelphia. Dr. Berman is a frequent speaker to industry and strategic planning organizations such as the Consumer Electronic Show, Association of Strategic Planning, the National Association of Broadcasters, the Cable & Telecommunications Association for Marketing, the National Association of Recording Merchandisers, McGraw-Hill Media Summit and Digital Hollywood. Dr. Berman also sits on the Editorial Advisory Board of Strategy & Leadership, the premier strategic management journal written for corporate leaders (www.StrategyandLeadership.com). Robert C. McIntyre, Corporate Senior Vice President, Chief Technical Officer, Scientific-Atlanta: Robert C. McIntyre currently serves as corporate senior vice president and chief technical officer of Scientific-Atlanta. From 1991-1997, McIntyre held leadership roles in Scientific-Atlanta’s Transmission and Subscriber businesses, and is well-known as both a business and a technical leader. From 1997-1998, McIntyre served as President, CEO of Avex, Inc., an electronic manufacturing company in Huntsville, Alabama. Prior to joining Scientific-Atlanta, McIntyre was VP/GM of Augat’s Interconnection Products Group. Earlier in his career, he was VP/GM of GTE Communication Systems in both their Telephone Switching and Transmission businesses. McIntyre also spent 11 years at General Electric, working in a variety of technical management positions. McIntyre holds a Bachelor of Science in Metallurgy and Materials from Carnegie Mellon University. He has done graduate work at Penn State in Engineering Mechanics, and at Gannon University in Business Administration Training programs. McIntyre also participated in General Electric’s General Management Development Program. Andrew Cleland is Executive Director of Alliances and Technology Strategy for Time Warner, Inc. He advises Time Warner's senior management on emerging media technologies, and has worked extensively on issues such as alternative video and data distribution platforms, digital video recorders, new advertising models, digital rights management, and future cable architectures. In addition, Andrew works on corporate transactions that have significant technology components; most recently he managed key aspects of the AOL/Google deal. Prior to joining Time Warner, Andrew was Vice President of TrustTheDJ.com, a London-based music company, which he helped launch from scratch. Before TrustTheDJ, Andrew worked for five years for Booz|Allen|Hamilton in its Communications, Media and Technology Practice. Andrew holds a Masters in Economics from the University of Edinburgh, and received his MBA from INSEAD. Thomas N. (Tom) Barreca, Senior Vice President, WWE Enterprises: Tom Barreca joined World Wrestling Entertainment, Inc. as Senior Vice President and founder of WWE Enterprises, the company’s new business development unit, in July, 2003. In this position, Barreca is creating and overseeing a comprehensive series of developmental efforts for the WWE brand, with an emphasis on new digital and video products such as video-on-demand. His primary charter is monetizing of WWE’s 75,000 hour library of digital wrestling programming, which has been significantly expanded over the past few years with the acquisition of content from leading national and regional promoters including World Championship Wrestling™, Extreme Championship Wrestling® and the American Wrestling Association® Prior to WWE, Mr. Barreca worked extensively in developing new businesses, technology, licensing and interactive TV ventures for AMC Networks, AMC and WE: Women’s Entertainment. While at AMC Networks, Barreca managed all aspects of WE and AMC’s non-network television businesses and ventures, including interactive TV, video-on-demand, digital set top box programming and content licensing. A network and new media business veteran, Barreca also worked on several successful basic cable launches including HA! TV Comedy Network, MTV Europe and Comedy Central. In addition to his career in cable, Barreca worked at leading animation producer Hanna-Barbera, where he monetized the company’s extensive character and video libraries, creating new revenue streams, ventures and partnerships under the Cartoon Network trademark. Earlier, Barreca worked on Madison Avenue at J. Walter Thompson and Ogilvy & Mather. Barreca is also a Board Member and Trustee of the Lockwood Mathews Mansion Museum in Norwalk, CT. He is a graduate of Cornell University and Columbia Business School. A native of Syracuse, NY, he lives in Westport, CT with his wife Eileen and two children, Molly and Mac. Larry Gerbrandt, SVP/Senior Corporate Analyst, Nielsen Analytics: Larry Gerbrandt is general manager and SVP of Nielsen Analytics, responsible for developing leading edge research, analyses, reports and valuation services to companies in the media and entertainment space with an emphasis on emerging media. His focus is on the convergence of content delivery and consumer media technology and the underlying economic models in the television, motion picture, cable, satellite, music, home video, video game, mobile entertainment and publishing industries. Prior to joining Nielsen, Larry served in various analytical, editorial and management roles during his twenty year tenure at Kagan World Media, most recently as Chief Operating Officer and also led the media & entertainment practice at AlixPartners LLC. Larry graduated from Regis University with a BA in business administration. He has authored numerous newsletters and special reports, and is a regular speaker at industry conferences including CTAM, NATPE, CES, NAB and Digital Hollywood. Jon Fine is the Media Columnist for BusinessWeek. He is responsible for TK. Prior to joining BusinessWeek, Mr. Fine was the media reporter for Advertising Age, where he covered the magazine and newspaper industries. Previously, his freelance work, on subjects ranging from heavy rock to cheating techniques in professional sports, appeared in GQ, Spin, ESPN The Magazine, and Columbia Journalism Review, among others. Mr. Fine has appeared or been quoted on a broad range of media-related issues on media outlets ranging from CNN to Entertainment Tonight to National Public Radio to the New York Times. Between 1995 and 1998 he wrote the Pushing 30 column for Newsday. Mr. Fine was born in Wichita Falls, Texas, was raised in New Jersey, and graduated from Oberlin College. He lives in the Williamsburg section of Brooklyn with his wife.