Wednesday, March 29 9:00 AM - 10:15 AM Track III: 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. Davina Kent, Vice President, National Advertising Sales and Research, TiVo Denny Wilkinson, CEO, BlackArrow Kenneth Papagan, Executive Vice President, Business Development & Strategic Planning Rentrak Corporation Mike Vorhaus, Managing Director, Frank N. Magid Associates, Inc. Shelly Palmer, Managing Partner, Advanced Media Ventures Group LLC Louisa Shipnuck, Global Media and Entertainment Industry Leader, IBM Institute for Business Value (IBV) Ben Mendelson, founder & President, Interactive Television Alliance, Moderator Shelly Palmer, Managing Partner, Advanced Media Ventures Group LLC, is an award-winning inventor, technologist, composer and television producer. He is the host of Media 3.0 with Shelly Palmer, a weekly business news show that can be seen on public television and online. He invented Enhanced Television (Who Wants to Be a Millionaire, Monday Night Football), the most popular form of interactive television in the United States. Mr. Palmer is 1st Vice President of the National Academy of Television Arts & Sciences, NY. He created and chairs the Advanced Media Technology Emmy Awards which honors excellence in the science and technology of the media business. He is the author of one of the most popular television business news blogs. Television Disrupted: The Transition from Network to Networked TV is coming out at NAB on Elsevier Books/Focal Press this spring. 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. Kenneth Papagan, Executive Vice President, Business Development & Strategic Planning Rentrak Corporation: Mr. Papagan is responsible for incubating, implementing and driving operations of all new business initiatives and setting the strategic direction of Rentrak Corporation, a leader in business intelligence tracking and reporting services for the media and entertainment sectors. For 29 years, Ken Papagan has served as a consistent and unwavering evangelist for new media including the enhanced TV services industry since its birth at QUBE, a Time-Warner/AMEX interactive service in 1977, where he began his career. Since then, he has helped launch 9 Television Networks including Nickelodeon, MTV and the JCPenny Shopping Channel. For the past seven years Ken has been primarily focused on Digital Media across all platforms globally leading to his present position at Rentrak. Among his corporate development accomplishments at Rentrak are the launch of OnDemand Essentials, which is currently aggregating VOD viewer usage data for 50% of the VOD enabled cable universe serving 19 clients, including Comcast, Cablevision, CBS, Paramount and NFL. Denny Wilkinson is President and CEO of BlackArrow Inc., responsible for leading the company through strategy to product development and market entry into the on-demand TV industry. BlackArrow provides a suite of software products designed to automate the TV ad management process in the on-demand TV space. Denny Wilkinson has more than 20 years experience in the broadcasting and cable sector. Prior to joining BlackArrow, Denny was CEO of Lenfest Media Group, a leading provider of advertising distribution and management services for the broadcast and cable industries. Previously, he was CEO of Princeton Video Image, a publicly traded media technology company that provided virtual advertising and imaging services to the broadcast and cable industry. Before PVI, he was Senior Vice President of marketing and programming at Primestar Satellite TV. He also served as the Senior VP of consumer marketing at HBO. He began his career with ad agency J. Walter Thompson and progressed to management positions with ad agencies FCB and DDBNeedham in San Francisco. Louisa Shipnuck, Global Media and Entertainment Industry Leader for the Institute for Business Value (IBV) and Managing Consultant within IBM’s Business Consulting Services Media and Entertainment practice. For the IBV, Louisa oversees the thought leadership program on Media and Entertainment and has recently co-authored thought pieces, including "The end of television as we know it," which focuses on mid-term success strategies within the TV industry, and "Beyond Access: Raising the Value of Information in a Cluttered Marketplace" which focuses on competitive positioning in the B2B information marketplace. As a strategy consultant with PwC and IBM, Louisa has led and contributed to numerous engagements, helping clients write market feasibility studies, as well as, craft new operational plans, product strategies and consumer services. Clients have included an interactive TV content company, the broadband entertainment group of a large hardware manufacturer, a digital music software developer, and the home entertainment group of a major studio, among many others. Before IBM, Louisa worked as a political media consultant in Washington, DC. She holds an M.B.A. from Columbia Business School and a B.A. from the University of California, Los Angeles. Mike Vorhaus is the managing director who founded the Magid Internet and New Media research and consultation practice in 1995, beginning with projects for AOL and Excite. Mike has participated in hundreds of studies for our clients and personally consults a number of leading Internet and gaming companies. Mike has been involved in strategic and tactical consulting, including the launch of new services and programming, as well as development and implementation of online and offline marketing programs. Mike has also been extensively involved in video and PC gaming strategies for a number of our companies, as well as the development of game concepts. Mike has also consulted on a number of film projects such as You’ve Got Mail and The Matrix. He holds a B.S. in psychology and sociology from Wesleyan University and has worked as a fundraiser and transfer of technology officer at the California Institute of Technology and the University of California. Mike also worked for the U.S. House of Representatives, The U.S. Senate, and for two administrations in the White House. Ben Mendelson is the founder and president of the Interactive Television Alliance, an independent trade association representing the broad interests of the entire iTV industry. He is also the co-founder and sr. partner in 2degree Partners, a management consultancy involved in iTV, Direct Response TV, and integrated online services. Ben has been an innovator in developing interactive "t-commerce" applications and has been involved in New Media marketing from its earliest days. He was a founding member of Digital Bayside and the Addressable Media Coalition and has held leadership positions in various organizations, including the Electronic Retailing Assoc. (ERA) and the Assoc. of Interactive Media (AIM). In January 1994, he started one of the first commercial Internet companies, where his clients included Sony Pictures, HBO, House of Blues, Philips Media, and Graham Nash. In 1996, Ben created the Internet Services Division for Curtco Freedom Publishing, where he designed online versions of various magazines including HomeTheater, Entertainment@Home, and Mobile Computing. In 1999, he developed the Internet division for Williams Direct, a full service Direct Response TV (DRTV) advertising agency. Later that year, Ben was hired to head the Internet program for the Electronic Retailing Association, the primary trade organization for the DRTV industry. In April 2000, Ben became VP of Business Development for the Winterberry Group, a research based consultancy that specializes in Direct Marketing; his focus was integrating iTV / DRTV and developing new business models. Prior to his Internet experience (from 1982 - 1991), Ben was the owner and director of LAPA (L.A. Art Photographers Association), an art gallery and resource center for commercial and fine art photography. In 1992, he founded PhotoSource, a showcase, service bureau, and training center for digital imaging. Ben has long established relationships with EarthLink, Netscape/AOL, and WebTV/MicrosoftTV along with Liberate, OpenTV, Wink, QVC, HSN, and Guthy-Renker. He has taught at the American Film Institute(AFI), UCLA Extension, So. CA Institute of Architecture(SCIArch), L.A. Internet Group, and the Learning Annex. Ben writes a regular column for Response Magazine and has been published in MediaTrends, Digitrends, Retailing.org, and Entertainment@Home. He is on the advisory board of the American Film Institute (AFI) Enhanced TV Program and is a familiar speaker at many iTV, Internet, and Direct Marketing conferences.