Wednesday, September 29 11:05 AM - 12:20 PM Track IV: Targeting the Teen Market: Games, Music, Wireless, iTV and Brand Extension In the future nothing changes and the teen market remains the primary target audience for the advertiser. The good news is that the teen market is also the first in line to embrace the new technologies and with the explosive innovation in wireless, gaming, broadband, iTV, DTV and downloading and music, a receptive marketplace and a innovative culture are developing a perfect relationship. In this session, we will begin to understand not only the size of the market, we will explore how the market multiplies in strength as it reaches across technologies, how brands can leverage themselves in the space and how the teen is not only regarded as a consumer, but with integrated data available on a nearly daily basis, the market can immediately respond to their changing needs and desires. Malcolm Bird, Senior Vice President and General Manager of Kids and Teens, America Online, Inc. CJ Olivares, VP Programming & Marketing, FUEL, Fox TV Group Diana LaGattuta, Director of Marketing Services, Comverse Lorane Poersch, President and C.E.O. KidsWebTv Inc. Maureen Craig, Chief Strategy Officer, Red Tettemer Kelly Galligan, Executive Producer, Pop & Company, Moderator Additional speakers to be announced MALCOLM BIRD, Senior Vice President and General Manager of Kids and Teens for America Online, Inc.: As Senior Vice President and General Manager of Kids and Teens for America Online, Inc., Malcolm Bird is responsible for the programming, production and development of online experiences for AOL's younger audiences. Mr. Bird, who joined the company in 2002, is an Emmy award-winning children's media expert with more than 15 years of experience as a TV and radio producer and a programmer of children's content. Mr. Bird played key roles in three major network launches -- Nickelodeon UK, TeleMonticarlo in Italy and Miami USA network for Barry Diller's USA Broadcasting. Prior to joining AOL, he was a producer of the hit series Operation Junkyard for Discovery Kids. He was an Executive Vice President for Production and Development for Craftsman Productions and worked on a variety of series, including "It's My Life" for USA Broadcasting among many other projects. Prior to his work with Craftsman Productions, Mr. Bird was Executive Producer and Head of Kids Programming for Miami USA Broadcasting, where he produced 20 hours of live programming per week for the network's most popular show, "Wami on Miami," which won two Emmy awards. He also served as Creative Director/Director of International Programming and Production for Cartoon Network Productions. Prior to that, Mr. Bird was Head of International Programming for Hanna-Barbera/Turner Entertainment, responsible for TV production in Europe, Asia Pacific and Latin America, and was credited with producing the network's first real-time animated talk show using Hanna-Barbera's Top Cat. He was also part of the launch team for Nickelodeon UK and a producer for the BBC. CJ OLIVARES, Vice President, Programming and Marketing, FUEL: Olivares heads programming and marketing for FUEL, the 24/7 action sports network launched by Fox Cable Networks on July 1, 2003. In this role, he oversees all original program development, production, scheduling and promotion, while also supervising program acquisitions. He is responsible for creating and maintaining the FUEL brand image which consists of diverse elements ranging from its signature logo iterations to on-air animated treatments to innovative series. As part of the Fox family, he also works closely with other key programming and marketing executives throughout the Fox Cable Networks and Fox Entertainment Group to create multi-dimensional marketing and cross-promotional opportunities on behalf of top action sports partners including Quiksilver, Billabong, Globe and DC Shoes, among several others. Before joining FUEL in December 2002, Olivares served as CEO of the Broadband Interactive Group (BIG), the production company responsible for "Bluetorch," and also advised Extreme Group Ltd on their own expansion across the action sports genre. He first came to Fox as director of program development and acquisition for Fox Sports Net in 1997, where he developed the current action sports franchise "Rush Hour" programming block before joining BIG in 1999. A graduate of University of California Los Angeles in political science, Olivares became editor of Triathlete Magazine in 1984, while also photographing sports, fashion and personalities for Nike, Oakley, Glamour, Sports Illustrated, Sportswear International and CNN. He became editorial director of Triathlete in 1988 and director of development for Inclyne Sports, a pioneer in packaging and producing sponsor-driven television events including ABC’s Foot Locker Slam Fest and Ride of Your Life Mountain Bike Race. He became director of operations for Fox Sports Net predecessor Prime Sports’ Event Group in 1996, supervising the creation and execution of 75 annual sports events and 150 hours of complementary television programming including the Bud Pro Surf Tour, Miller Lite AVP Volleyball, HPAC Surf Series and Steinlager Championship Rugby. A lifetime surfer, Olivares lives with his wife and three daughters in Los Angeles. Maureen Craig, Chief Strategy Officer, Red Tettemer: Maureen has a wide array of experience that spans traditional branding, retail, business-to-business, cause-marketing and on-line strategic development. She has worked both domestically and internationally, developing effective business-building and branding strategies for her clients. Her account experience includes: Comcast, Honda, Direct TV, Domaine Chandon, eBags.com, Albertson’s supermarkets, K-Swiss athletic shoes, Kenwood stereos, Blue Cross Health Insurance, Logitech, Gateway Computers, Cadillac, The Australian Tourist Commission, Knight Ridder, The Simpsons (Fox TV), The Pew Charitable Trusts, TIBCO Software, Rock the Vote, Mitsubishi Consumer Electronics and the California State Division of Recycling. Maureen brings an in-depth understanding of consumer behavior to the strategic development process. A phi beta kappa graduate of Wesleyan University, Maureen has a bachelor of arts in modern European history. She is a native of Los Angeles. Maureen is married and has three young children. Diana LaGattuta is a service provider marketing consultant for Marketing Services, Comverse Americas. She leads the development and implementation of marketing strategies at key customer accounts throughout the North American wireless market. Ms. LaGattuta provides marketing consulting services that augment customers’ marketing efforts. Her expertise ranges from product development, promotional offers, and direct marketing to customer retention and segmentation strategy. Prior to joining Comverse, Diana spent over 5 years working for Cingular Wireless. Ms. LaGattuta has a Bachelor of Arts degree from the University of Michigan. Lorane Poersch, President and C.E.O. Crazyfunbabe, a division of KidsWebTv Inc. and a Director of the Mobile Entertainment Forum - Global, is a noted leader in shaping the future of mobile entertainment. Crazyfunbabe has carved a niche as specialists in the female youth market delivering mobile entertainment content for girls 16-24: J2ME Games, Wallpapers, Screen Savers, MMS and Animations/Video, sold throughout Europe and North America, to a community of cell phone users whose need to network and intercommunicate is central to their daily lives. Poersch has been a key participant in on-air discussions for CNN as a youth entertainment expert. Poersch founded KidsWebTv in 1995, a pioneering content provider of youth entertainment for the Internet, TV and wireless space. A Who’s Who of Canadian Notables, she is profiled in Canadian Women: Risk Takers and Change Makers and Exploring Business A Global Perspective. No stranger to Hollywood or Silicon Valley, KidsWebTv projects have involved numerous celebrities from Gena Lee Nolin and Kiefer Sutherland to Rob Burgess, C.E.O. Macromedia and Mary Hart, Entertainment Tonight as well as numerous other luminaries. Crazyfunbabe entertainment content and business has been profiled by prominent media outlets including CNN, CNN.com and The Hollywood Reporter. In turn, KidsWebTv also provides media coverage of the mobile industry. Under Ms Poersch’s leadership, Crazyfunbabe continues to grow and produce innovative content with futuristic insight and partnerships with prominent mobile companies in North America, Europe and Australia. Ms Poersch and Crazyfunbabe bring a unique perspective to the mobile industry concerning the dramatic impact and importance of the youth demographic and in particular the very active feminine youth culture.