12:30 PM - 1:45 PM
Track III:
TV & Interactivity: Evolving Content & Business Models: Content, Commerce and Branded Entertainment
TV networks have embraced interactivity for almost a decade, both with standalone website content and synchronized, Enhanced TV content. Much has changed over that time, including technological barriers, assumptions about consumer preferences, business models, and the economic climate for interactive experimentation. What's working and what's not? What can the industry expect to see over the next 24 months? Is there a future for synchronized content, or is "interactive TV" destined to be only about VOD and SVOD? In this session we bring together top programming executives and creators who are dealing with what it means to leverage and extend their on-air television programming to the Internet or into the Interactive TV space.
Jim Turner, Vice President, Interactive at A&E Television Networks
Scott Fedewa, Managing Partner, Broadcast Commerce Partners
Marcia Zellers, Director, Enhanced Television, American Film Institute
James Glasscock, Director, Business Development, TBS, Inc.
Charles Segars, Senior Vice President of Programming, Production and Network Strategy, FINE LIVING TV Network
Richard Titus, President, Schematic
Brian Cooley, Editor-at-Large, CNET.com, Moderator
Jim Turner, Vice President, Interactive at A&E Television Networks, is long time veteran of the interactive media industry. He has produced and developed programs for a broad variety of new media ranging from interactive videodiscs to CDROM’s, interactive television, and the Internet. Prior to joining A&E, Turner was President of AvitageMedia, a consulting and production company for advanced television, internet, and other media. In that role, he worked with clients to develop strategies and programming in on-demand television, internet publishing and ecommerce, and new forms of interactive advertising. In the early 90’s Turner co-founded a CDROM production company which was an early leader in interactive digital video, which he later sold to Digital Equipment Corporation. Building on that acquisition, Turner became General Manager and Executive Producer of Digital Media Studios which he created for DEC to produce interactive television programming for a wide range of domestic and international clients. In 1996, he joined Astronet, an early stage internet publisher, and as COO, led that company to become the #2 content site on AOL, a category-leading website, and (contrary to the times) profitable. After selling Astronet to Hearst and subsequently being spun out with Hearst’s internet properties into a merger with Women.com, he became SVP, Product, for that top-30 online network. Earlier in his career, Turner helped lead Kurzweil Music Systems through a turnaround as VP, Product Development, and he was co-founder and SVP of Visage, an early leader in interactive videodisc programs and systems. He began his career at CBS, where he was Associate Director at CBS Technology Center and oversaw advanced development for the videogame, software, musical instrument, and other divisions. He is active in a number of industry initiatives and organizations, and serves as the Administration Sub-Committee Chair of the Advanced Media Group of the National Academy of Television Arts and Sciences. He has an MBA as well as a Masters degree in technology, and holds two patents.
Marcia Zellers is the Director of Enhanced Television for the American Film Institute (AFI). Beginning its sixth year, AFI’s Enhanced TV Workshop has produced 4
0+ enhanced TV prototypes. AFI’s eTV Workshop has become the gathering place for the American eTV creative and technology communities, and is renowned as the premier environment for eTV exploration and development. Zellers has pursued the challenge of a cutting edge, consumer-friendly marriage of television and interactivity since she joined MTV Interactive’s New York headquarters as a founding member in 1994. As a Senior Producer and Director heading up all MTV’s music-related Web strategy, programming and development, creative direction, talent relations, and convergence programming with MTV’s on-air operations, Zellers created and produced some of the earliest enhanced TV programming. Early pioneering examples, which aired on TV, include a split screen production incorporating simultaneous live Web chat with Michael Jackson, Jackson videos, and highlights of Jackson’s career; the Red Hot Chili Peppers live at Madison Square Garden, with simultaneous roaming backstage cameras broadcasting live to the Web; and Janet Jackson on MTV’s Total Request Live interacting on air with viewers on the Web. In 1999 Zellers moved to Los Angeles, where she spearheaded Warner Bros. Online’s Entertaindom project, one of the Web’s then-highest profile entertainment destinations and the first planned broadcast-style distribution model. (Entertaindom was intended to showcase both Time-Warner and non-Time-Warner programming.) As Supervising Producer, she oversaw all aspects of the department and helped develop original programming intended for eventual cross-platform and enhanced development. Zellers has been a new media consultant for entities like New Line Cinema and composer Giorgio Moroder, and previous to AFI was the Vice President of Web Development and Creative Director for Greater Relations Worldwide, a nascent dotcom. Zellers is also a published writer and editor, and has an eclectic background that includes publishing, marketing, advertising, fundraising, and stock brokerage.James Glasscock is director of business development for Turner Br
oadcasting System, Inc., (TBS, Inc.). In this capacity, Glasscock is responsible for executing non-linear platform distribution for the Turner properties including broadband, VOD, interactive television and wireless technology. Glasscock is based in Atlanta and reports directly to Kevin Cohen, senior vice president of interactive & enhanced television, TBS, Inc. A seasoned Turner and New Media veteran, Glasscock most recently served as director, advanced media technology for Turner. He was charged with helping to develop and support Turner’s interactive strategy for Turner Sports, TCM, TBS, TNT and Cartoon Network for broadband, emerging advertising technologies, interactive television and time-shifted television. In addition, Glasscock played an active role in developing Turner Entertainment’s Long Range Technology Planning and Media Asset Management strategy. He joined TBS in May 2002 from Zone Ventures’ technology commercialization arm, where he was Director of New Ventures Research & Strategy. At Zone, his responsibilities emphasized helping to identify new market opportunities for high technology intellectual property from Fortune 500 and Government R&D labs. Glasscock received a bachelor of arts degree in accounting from the University of San Diego and served 5 years active duty in the US Navy. Turner Network Sales (TNS), a division of Turner Broadcasting System, Inc., is responsible for the sales and marketing of Turner's 10 domestic basic cable networks - TBS, CNN, CNN Headline News, TNT, Cartoon Network, Turner Classic Movies, CNN International, CNN en Español, Turner South and Boomerang - to cable affiliates and special markets throughout the United States, Canada, Puerto Rico and the Virgin Islands. Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.Charles Segars, Senior Vice President of Programming, Production and Network Strategy, FINE LIVING TV Network: Charles Segars is responsible for overseeing the launch and continued growth of the network as well as the overall look, style and feel of FINE LIVING programming. In addition to his work at the network, Segars most recently served as executive producer on the box office smash hit National Treasure. Segars joined FINE LIVING in 2001 from DreamWorks SKG, where he was instrumental in both traditional television and new media ventures. While there, he worked closely with former FINE LIVING president Ken Solomon (in his role as co-head for DreamWorks Television). Segars oversaw the strategic operation of the DreamWorks/Imagine Entertainment-owned Web service Countingdown.com, which he co-founded and continues to serve as advisor. During his tenure at DreamWorks, Segars played a major role in all creative and operational aspects of DreamWorks Television, including the day-to-day coordination and supervision of development, production, legal/business affairs and marketing/promotion teams. He supervised a number of overall deals and primetime series including the popular ABC comedy Spin City, the critically acclaimed NBC series Freaks and Geeks, and the upcoming movie series Taken (Sci-Fi Channel), as well as several specials and documentaries for cable. Prior to his work at DreamWorks, Segars was vice president of primetime specials, reality and event programming at CBS. There, he was responsible for the development and production of all entertainment and reality specials and series including the Grammy Awards, Country Music Association Awards, Kennedy Center Honors, and Tony Awards broadcasts. He also was instrumental in helping orchestrate several key programming partnerships with Gaylord (TNN), Discovery Networks/CBS News partnership and the CBS Station syndication partnership. As director of late night and non-network programming for CBS, Segars was co-responsible for reinventing the network’s late night schedule, launching Late Night with David Letterman and The Late Late Show with Tom Snyder. Before working at CBS, Segars served as head of program development at Viacom Enterprises. In his role he was responsible for all phases of program development and production of action/adventure series, game shows, daytime talk shows, prime access magazine shows, non-network motion pictures-for-television and mini-series. He was also part of the team charged with creating content and brand synergies between Viacom Cable Networks, VH-1, MTV and Showtime. Segars began his career as one of the original producers of the Movietime network, helping it evolve into E! Entertainment Television. He graduated in 1985 from Loyola Marymount University in Los Angeles with a Bachelor of Arts in communication arts, television/film, finance and production.
Scott Fedewa Executive Producer, Broadcast Commerce Partners: Scott
Fedewa works with high profile media personalities, content owners, publishers, and broadcasters to extend their brands into new media. He helps these content owners build new revenue streams by monetizing their broadcast audiences through e-commerce, subscription, merchandising, publishing, download, wireless, community-building, and online advertising strategies. As an example of his work with top entertainment brands, Mr. Fedewa was the founding COO & Executive Producer of BillOReilly.com, the online business of #1 rated cable television newscaster Bill O’Reilly. Under Mr. Fedewa’s business and creative leadership, the company grew into a highly successful collaboration between Mr. O’Reilly, Fox News, Westwood One Radio, and Random House publishing. BillOReilly.com demonstrates the potential of the celebrity-driven content, community, merchandise, and subscription membership businesses produced by Mr. Fedewa. Mr. Fedewa has been a leader in building companies and doing deals that combine the marketing appeal of Hollywood with the retail distribution provided by interactive technologies since 1996. He has held senior executive positions with e-commerce companies including FirstLook.com (Senior Vice President-Business Development), WeddingChannel.com (Managing Director-Europe), US Search.com (Senior Vice President-Mergers & Acquisitions), and the Intel-backed Musicosm.com (CEO), a pioneering interactive TV company. He has also served as CFO & General Counsel of Sony Music’s Immortal Entertainment Group, and as a Vice President of Bankers Trust Company. He began his career with the investment banking firm of J.P. Morgan & Company in New York. Mr. Fedewa received his J.D. from Stanford Law School, where he wrote the first published legal articles predicting the impact of the Internet on the entertainment industry in 1994, and his B.A. from The University of Michigan. Mr. Fedewa is a frequent speaker and published author on online entertainment, copyright law, and e-commerce strategies. He is a Member of the Television Academy where he serves as a Judge for the Emmy Awards in Interactive Television and a member of the Recording Academy. He also sits on the Advisory Boards of several companies and charitable organizations.Richard Titus, President, Schematic: Richard manages the external fa
ce of the company including business development, marketing and PR as well as M&A and corporate development. Richard co-founded Schematic after his departure from Razorfish and a two-year sabbatical. Richard joined Razorfish when it acquired a firm he founded and was the CEO of <tag> media (one of the 1st interactive agencies in Los Angeles). Richard served as Managing Director of the Los Angeles office which he built into a division employing 300 professionals, both organically and through the acquisition of FUEL in mid 1999. Richard helped establish Razorfish’s new platforms practices (including wireless and ITV) and served on the corporate management team as VP of Strategic Investments until his 2001 departure. Richard is also the co-founder of Plinyminor, which he still owns, where he and his partner have developed and produced a variety of feature film and television projects including feature film On_line, which premiered in 2002 at the Sundance and Berlin Film Festivals and was released theatrically in the US in June of 2003 and several projects for the SciFi channel. Richard serves on the board of Governors and as Vice-Chair of the PGA New Media Council, on the Board of the Interactive Television Alliance and several non-profits. For the last three years, the Digital Coast Reporter Magazine has named Richard one of the 50 most influential people in the Digital Coast.Brian Cooley, Editor at Large, CNET.com: CNET's Editor-at-large Bri
an Cooley lives with technology, reporting on its best uses to make your life more efficient, fun and productive. He's our resident expert on what happens when the rubber meets the road in consumer electronics and personal technology. He first became known as "The Voice of Technology" through his work on CNET Radio. Now, after nine years at CNET, he bridges the gap between technology and the real world in his online video reports that show what works, what doesn't and how to make it all fit in your life -- not just in theoretical market demographics. Most recently, Cooley was asked to create a helpful series called "CNET Tips for Digital Living" where he explains HDTV and home theater systems, and provides tips to help consumers choose the products that will best fit their lifestyles. Through a partnership between CNET and Premier Retail Networks, Inc. Cooley reaches out to new technology-interested consumer segments offline by showing them the value of his expertise while they are making complicated and expensive purchase decisions. The videos are shown in television departments in leading nationwide retailers including Best Buy, Circuit City, and Sears. In between producing product videos, Cooley speaks at several conferences and appears on several broadcast outlets including CNN Headline News, CNBC, MSNBC, KPIX (SF/Bay Area CBS Affiliate), and KRON (SF/BayArea Channel 4). He is also often called upon by print publications to offer his advice on the latest technology products and trends. Earlier in his career, Cooley served as news director at broadcast market leaders KMEL/San Francisco and KKBT/Los Angeles. Just prior to joining CNET, he was morning host and Web evangelist at KPIX /San Francisco, where he built Westinghosue Brodcasting's first station Web site.