Thursday, January 10 Noon - 1:00 PM Session A - DH19: Enhanced TV/ITV and E-Commerce - Monetizing the Interactive Experience As Interactive TV experiments grow and as Net delivered companion programming of TV shows becomes more widespread, the trial and error process of discovering how to monetize this experience is making one thing clear, and it’s that ITV/Enhanced TV, as a connected two-way conversation with its viewership, is an ideal business model for the future. ITV/ETV is going to redefine the direct market industry although how it gets there is still to be determined. In this session, the leading companies with hands-on experience in Interactive TV programming will discuss their experiences and take a look into the future. Dave Rehbehn, Senior Director, North American Division, Hughes Network Systems (HNS) Christopher Cunningham, VP Business Development, Wink Communications Tyrone Lam, President, Buzztime Entertainment Matthew Ringel, Vice President Strategy and Business Development, KPE Kirt Gunn, President, Cylo Stephen McKenna, Director Sales & Marketing, BBC Technology Richard Bender, CEO, CyberStrategies, Moderator Kirt Gunn, President, Cylo: As president and co-founder of Cylo, Kirt has been instrumental in building a pioneering interactive advertising and marketing solutions company focused on iTV and other emerging platforms. Since 1999, Kirt has led the company in defining and executing on its vision and in developing key strategic relationships with cable and broadcast companies, ad agencies, advertisers, and interactive technology providers. Kirt recently led Cylo in establishing a comprehensive relationship with ad agency Messner Vetere Berger McNamee Schmetterer to provide interactive expertise and solutions to the agency and its extensive roster of clients, including Volvo, Intel, WorldCom, Schering-Plough and Nestle. Through this relationship, Cylo has played a central role in developing the first fully cross-platform advertising campaign—encompassing television, print, the Internet, interactive television, PDAs and web-enabled cellphones—for Volvo Cars of North America, one of Messner’s primary accounts. Kirt has nearly a decade of professional experience spanning advertising, marketing and film and television production. Prior to joining Cylo, he co-founded Wall to Wall Films, where he served as executive producer on commercials for Clorox, Dymo, Balance Bar, Brinks Home Security, and Braun. Kirt also worked in the marketing and creative divisions of CMC, a firm that develops strategies and solutions for the direct marketing and catalog industry. There, he developed marketing plans for Federal Express, MCI, LL Bean, Lillian Vernon, and Land’s End. Starting his career in theater, Kirt worked at the prestigious Williamstown Theatre Festival, and The La Jolla Playhouse. In 1993, he founded The River City Shakespeare Festival, an organization that was recognized as one of the cultural staples of Memphis, Tenn. region. Kirt is also an accomplished playwright in his own right. His plays have been produced around the country and abroad. Tyrone Lam, President, Buzztime Entertainment: Tyrone Lam has more than eight year's experience in the Interactive TV industry. He joined NTN Communications in December 1994 and was promoted to vice president and general manager in September 1997; a year later he was appointed to the position of executive vice president of the company. In December 1999, Lam, who previously ran NTN Communications' hospitality division, was appointed to president of BUZZTIME, Inc., NTN's wholly-owned Internet subsidiary that owns one of the world's largest trivia game show libraries and offers the unique "TV Play-Along" sports game. Under his direction, the BUZZTIME.com™new game Website was officially launched in May 2000. Before joining NTN, Lam managed sports and games development for EON Corporation, a pioneer in the interactive television industry formerly known as TV Answer. Previously, Lam served in several sales and marketing management positions within the software industry. He is the former chairman of the Interactive Services Association's Interactive Television Council and has published several articles on interactive television, sales and marketing strategies. Lam received a Bachelor's degree in political science from Virginia Tech. Matthew Ringel, Vice President of Strategy and Business Development, <kpe>: Mr. Ringel provides strategic services to <kpe>'s base of media and entertainment clients, leading strategic partnerships, and evaluating new business opportunities. He has also initiated a series of periodical thought-leading research reports and white papers for <kpe> called "FastForward" which analyzes digital media trends and industry developments. Previously, Ringel co-founded and served as President of CAMI Spectrum, the Television and Events Production subsidiary of Columbia Artists. He most recently served as Executive Producer on the television film Chuck Jones: Extremes and In-Betweens, a portrait of the life and work of the legendary animator. Prior to CAMI Spectrum, Ringel served as a strategy consultant for Monitor Company. While there, he worked with a variety of Fortune 500 corporations in media, telecommunications and brand management. Ringel is a recognized authority on digital media issues and has been featured in many publications including Adweek, Business 2.0, Internet World, Revolution, Newsday and Digitrends, among others. He will also be a featured speaker at the 2001 Fall Internet World Conference in New York City, the world's largest Internet business conference. Ringel earned his Bachelor of Arts degree from Yale University and a Ph.D. from the University of London focusing on Strategy and Management in the Music Industry. Rick Bender is CEO of CyberStrategies, a digital media consulting company focused on strategic issues and business development for both start-up and established companies. Using strategy, technology, distribution, marketing/advertising, commerce, content aggregation and syndication deals, CyberStrategies exercises increased value and profitability for its clients in the convergence of technology, media, and telecommunications industries. Prior to heading up CyberStrategies, Mr. Bender directed the creation and business development of profitable digital media business ventures for the American Film Institute (AFI). This included initiatives involving Internet, Broadband, and Wireless distribution channels, and creation of compelling and immersive, enhanced interactive experiences based on sound hybrid business models. At AFI Mr. Bender was also involved with AFI’s cutting edge research and development of Enhanced and Interactive TV programming and the inherent platform issues. Previously, Mr. Bender developed Cedars-Sinai Health System’s Internet and Intranet initiatives and worked at both the RAND Corporation and Princeton University. Mr. Bender holds a Bachelors degree from the University of California, Santa Cruz and a Masters degree from Princeton University. Steve McKenna, Director of Sales & Marketing, BBC Technology: Stephen McKenna recently joined BBC Technology to take on the newly created position of Director of Sales & Marketing. His responsibilities will include overseeing all U.S. sales initiatives as well as taking on the task of developing BBC Technology’s presence in the digital marketplace in the US, as well as western Europe. Prior to joining BBC Technology, McKenna was Global Sales Director for Entertainment & Media at Sun Microsystems. McKenna spent the last 13 years managing the sale of Sun’s media and entertainment technology services and products. McKenna, who has worked in sales and sales management for 16 years, recently published Building the .com Infrastructure, Pay Now or Pay Later for Prentice Hall. He is also on the board of directors for Beatnik.com and is a member of the Los Angeles Digital Media Roundtable. Dave Rehbehn is a senior director in the North American Division, for Hughes Network Systems (HNS). In this capacity, he is responsible for business development and technical marketing of HNS' satellite TV receivers and DirecWay. Rehbehn has more than 17 years experience in the satellite arena. Prior to his business responsibilities he supported the engineering development of wideband time division multiple access (TDMA), packet networks, and TDMA very small aperture terminal (VSAT) satellite network projects. Rehbehn holds a computer science degree from the University of Maryland.