Wednesday, March 29 12:30 PM - 1:45 PM Track III: Rethinking Advertising: VOD, DVR, Broadband & Mobile - New Video Platforms, New Video Paradigms 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. Larry Gerbrandt, SVP/Senior Corporate Analyst, Nielsen Analytics Chris Pizzurro, Vice President of Multimedia Marketing, Turner Broadcasting System, Inc. Mitch Oscar, Executive Vice President, Carat Digital Braxton Jarratt, Senior Vice President, Marketing and Business Development, TANDBERG Television Terry S. Bienstock, Bienstock Consulting, LLC, former EVP & General Counsel, Comcast Cable, Moderator 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. Braxton Jarratt, Senior Vice President, Marketing and Business Development, TANDBERG Television: Mr. Jarratt is responsible for global marketing and business development functions for TANDBERG Television. He also oversees product marketing for TANDBERG Television’s on-demand software division. Mr. Jarratt held senior positions in product marketing and business development at N2 Broadband before it was acquired by TANDBERG Television in February 2005. While at N2 Broadband, he helped secure deployments of the company’s on-demand software products in more than 100 cities and in nearly every VOD site in North America. Mr. Jarratt previously worked at Cox Communications, where he held various roles, most recently director of product strategy. In that position he led product development, product strategy and business development for advanced digital television services including video on-demand, interactive TV and advanced TV advertising. Additionally, Mr. Jarratt previously served as vice president at Communications Equity Associates, an investment and merchant bank specializing in cable television and telecommunications industries. Mr. Jarratt graduated from Dartmouth College with a B.A. in Engineering Sciences with a concentration in Digital Design. Mitchell Oscar currently holds the position of Executive Vice President, Director of Carat Digital. Carat Digital is a new division of Carat focusing on new digital platforms and the integration of interactive TV, wireless and online applications with traditional media. Its mission is to explore the potential value of interactive media applications and technologies for the development (ideas and implications) and execution of advertising models by Carat clients: Carat Digital’s presentation "Here, There, Everywhere" is an exploration of emerging digital platforms in the United States including interactive television (personal video recorders, addressability, interactive program guides, video on demand, and the TV portal), and new distribution platforms (digital cable, digital terrestrial TV and broadband). Prior to joining Carat, Mitch was SVP/Director of Media Futures at Universal McCann whose responsibility was the creation and management of a media division dedicated to the investigation, strategic positioning and execution of new digital media. Partnerships included Cox Communications (long form advertising), AT&T Broadband/ACTV (addressability), CNN/Cartoon Network (VOD/cross digital media platforms), Discovery (VOD, SVOD, high definition), TechTV (virtual channel/cross media platforms), Weather (virtual channel), TiVo (PVR), RePlayTV (PVR), ShadowTV (streaming), Wink (enhanced TV), Digeo (TV portal), Invidi (addressability), Visible World (addressability), Vindigo (wireless), Profilium (wireless), LiquidGeneration (Gen Y marketing) and Liberty Media (evolution of new media and commercial production). Since 1991, Mitch has been president of HocusFocus, a media and marketing consultancy whose primary focus is interactive television and television distribution technologies. Client roster includes: ESPN, Fox, Cox, AT&T Broadband, Visible World, CNN, Cartoon Network, Digeo, Navic, RePlayTV, and Cablevision. Chris Pizzurro is vice president of multimedia marketing for Turner Broadcasting System, Inc.’s national advertising sales division. Pizzurro, who is part of the division’s market strategy department, is responsible for developing and implementing national advertising sales components for TBS, Inc.’s digital media initiatives. He is based in New York and reports to Barry Fischer, executive vice president of market strategy. In his current position, Pizzurro develops and directs the strategic multimedia marketing efforts in support of the entire portfolio of TBS, Inc. networks, including entertainment leaders TNT, TBS and Cartoon Network as well news giants CNN and CNN Headline News. In 2001, Pizzurro was tapped to develop the company’s advertising sales efforts on behalf of its digital media offerings. He serves as liaison to advertising agencies, investors and consumers as well as to cable and satellite operators, introducing the company’s digital media products, part of the ongoing innovation that is synonymous with TBS, Inc. Pizzurro also contributes to such projects as the company’s Media at the Millennium“, a multi-phase research mechanism that provides new insight into national television media buying. The evolution of this research contributed to the unprecedented success Turner Entertainment Sales enjoyed in the upfront sales season of 2004. Throughout his tenure, Pizzurro has also been instrumental in supporting the division’s presidents and working with senior executives to develop initiatives and efforts for national sales as well as the company’s distribution arm, Turner Network Sales. In addition, Pizzurro also contributed to sales and marketing of the naming rights for the Atlanta-based Philips Arena. Pizzurro joined TBS, Inc. in 1996 as director of multimedia marketing in the sports division, for which he was charged with developing interactive sales presentations for the Goodwill Games. These efforts led to his promotion to vice president in 1998. Turner Broadcasting benefited from Pizzurro’s abilities even before he joined the company. As the founder of Vision Media, an interactive multimedia production company, Pizzurro counted TBS, Inc. among his many clients, which also included other major outlets such as IBM and Rainbow Networks. As the company’s creative director, Pizzurro worked on re-branding efforts for SportsChannel and affiliate marketing for Bravo. A leader in the television industry’s effort to establish standards for digital media content, Pizzurro is an active member of the Cable Advertising Bureau On-Demand Advisory Board, the CTAM On-Demand Consortium, as well as a member of Innovation in Digital Advertising (ID!A). Pizzurro also serves as Governor of the National Academy of Television Arts and Sciences, NY (NATAS). Pizzurro earned a bachelor of fine arts from Syracuse University.