Tuesday, September 20 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. Melissa Fallon, Executive Director of Television Entertainment Marketing, Davie-Brown Entertainment Mitch Oscar, Executive Vice President, Carat Digital Mike Vorhaus, Managing Director, Frank N. Magid Associates, Inc. Jeff Shultz, CEO, CONCERT Jeff Binder, President, Broadbus Technologies Davina Kent, Director, Advertising and Research Sales, TiVo Pat Dunbar, Co-Founder & EVP, DiMA Group, Moderator Melissa Fallon is Executive Director of Television Entertainment Marketing for Davie-Brown Entertainment. Melissa has been with the company for over five years growing the TV department as the television industry changes. The first member of the new TV team at a time when "The Sopranos" and "Sex and the City" were two of the only original cable series, and strong relationships with on-set decision makers could ensure you a true brand integration without a fee or media required, Melissa has built the TV team to a multi-functional department that services all DBE clients in television placement, integration and promotion. Melissa and her team develop creative integration and branded entertainment opportunities for Davie-Brown clients by working with production companies, producers, several on-set resources and the networks. Some recent accomplishments have been PlayStation/Gran Turisimo 4 task integration in NBC's "The Apprentice;" Multi-brand Allied Domecq integration in Spike's "The Club;" PlayStation integration in NBC's "Tommy Lee Goes to College;" HP integration and online promotion in Bravo's "Queer Eye for the Straight Guy;" Yahoo mobile messaging in MTV's "The Real World/Road Rules Challenge;" and others. Melissa is from Masachusetts and graduated with a BA from the University of Vermont before moving to Los Angeles to pursue a career in product placement. Prior to Davie-Brown, Melissa worked in Film and TV product placement for Creative Entertainment Services with clients such as Toyota, Ben & Jerry's, Montblanc and Fiji water. One of her earlier success stories was a verbal and product shot with Sandra Bullock in "Miss Congeniality" which was arranged through a barter deal. Jeff Binder, President, Broadbus: Jeffrey Binder is a Broadbus founder and serves as President. He was previously CEO of Magic Music, where he managed development of three generations of DRAM based server technology, overseeing the overall operations of the company from start-up to 30%+ market-share in just two years. He was formerly founding CEO of the Leading Golf Companies, successfully delivering frequency marketing client/server technology and systems in partnership with the top 500 golf courses in the US and major airlines, including American Airlines and TWA. Binder is a named inventor to several Broadbus patents and continues to collaborate and innovate with the Broadbus team. He has authored key vision documents published in major industry journals regarding television-on-demand (TOD®), and frequently presents at major audio and cable industry events. In addition, he serves on the boards of Greater Chicago Bank (a regional FDIC Banking), and FastenerOasis, Inc., (the e-commerce arm of one of the largest fastener distributors in the US). He is a member of NCTA, CTAM, SCTE and has been a member of the National Academy of Recording Arts and Sciences since 1988. 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. 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. Jeff Shultz, CEO, CONCERT: Jeff is CEO and co-founder of CONCERT, one of the nation’s first VOD television properties and the first television channel dedicated to music performance and documentary. Together with his business partner, Michael Shimbo, Jeff was among the first executives to begin forging relationships in the nascent VOD programming industry in early 2002. Currently he oversees the executive function for CONCERT, managing programming and distribution business development, advertising sales, and affiliate relations. Jeff was previously director of business development for NBC Internet, the online arm of NBC television network. There he focused on new media entertainment and e-commerce deals for one of the nation’s leading broadband Internet portals. Jeff began his career as an attorney for the international firm of Linklaters where he specialized in cross-border mergers and acquisitions and hedge fund management. Jeff graduated with a degree in Economics from the University of Arizona and with a J.D. from Georgetown University Law School. Pat Dunbar, Co-Founder & EVP, DiMA Group: Pat manages the Advertiser Services development program which includes the AdLab Project and ID!A Program. AdLab is working with Advertisers, Programmers and Technology Partners to collaboratively develop new advertising models for advanced television. AdLab's eighteen participants include eight national advertisers. Pat co-founded the DiMA Group in 2002. The first project was the ground breaking DiMAS 1.0 Report, published in April of 2003. The DiMAS 1.0 Report reflects the results of interviews with over thirty-five companies on behalf of the sponsoring advertisers Best Buy, DaimlerChrysler, and Kraft Foods. Many of those companies joined the ID!A Program which has been providing thought leadership and a cross industry forum for the development of advanced television products. Pat has over twenty years of experience developing new media businesses and consumer applications both as a consultant and as an executive at Fortune 100 firms. She combines a unique ability to focus on big picture strategy while identifying significant development detail issues that can insure success or thwart it. Her consulting practice, Pat Dunbar & Associates, specialized in the development and implementation of digital strategies. The firm’s consulting clients have included GMAC, Oracle where she was Executive Producer of the first annual report on CD-ROM, McCaw Cellular where she co-authored a Pioneer Preference Application on Digital Data, Microsoft, Pacific Bell, AT&T, Apple, and Bell Atlantic. In 1988 she co-facilitated and authored the Gateway 2000 Project - an industry initiative that addressed roadblocks to the emerging online industry. She served as Senior Vice President at Ford Financial, and Vice President for Electronic Commerce for GMAC. At GM she created the award winning, definitive online financing site. She was also instrumental in the launch of a dealer to dealer auction service that sold over $1B in vehicles in its first year. Other corporate work included NBC, HBO, and Bank of America where she created the first online banking service which was launched commercially in 1983 with a pioneering integrated marketing campaign which included online signup, demo accounts, and coordinated print, press and direct mail. She earned her undergraduate and graduate degrees from Northwestern University.