Friday, April 1st 9:30 AM - 10:45 AM Track III: The DVR 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 disruptive power of the DVR. 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 ondemand 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. Tim Hanlon, Senior Vice President/Director, Emerging Contacts Starcom MediaVest Group Pat Dunbar, Co-Founder & EVP, DiMA Group Scott Ehrlich, CEO, Red Tie, Inc. Roei Shalev, Business Consultant (Ofek Communications, Comverse, Leumi Bank, Others) Harley Rinzler, CEO, Playground Media Group Andrew Steele, Vice President, Business Development, Terayon, Moderator Tim Hanlon is Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe, S.A. He is chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firm’s ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over a decade of traditional and interactive agency media experience including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY, USA. He also served as Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated and the Voice of America. Among numerous advertising and television industry activities, Hanlon currently serves as Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee, as a member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and as a member of the National Academy of Television Arts & Sciences (NATAS) Advanced Media Committee. He is also an inaugural recipient of Interactive Television Today’s Leadership in Interactive Television Award, and has been named as one of MEDIA Magazine’s "100 People to Know." Hanlon holds a BA from Georgetown University, an MBA from the University of Chicago Graduate School of Business, and an MA from the Annenberg School for Communication at the University of Southern California. Pat Dunbar, Co-Founder & EVP, DiMA Group: Pat manages the Advertiser Services development program which includes the AdLab Project and ID!A: Innovations in Digital Advertising 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. Andrew Steele, Vice President of Business Development, Terayon’s Digital Video Services Group: Andrew Steele leads the strategic business development initiatives for Terayon’s digital video solutions group, including new market entry deals, technology cross-licensing and OEM agreements, and product strategy. Andrew was instrumental in the partnership that developed Fox Broadcasting Group’s HDTV delivery platform. Andrew is also the Founder and Principal of Steele Consulting, a consulting practice focused on delivering strategic business and corporate development services to clients in the multimedia, communications and interactive advertising sectors, with clients such as Mailblocks and Quinstreet. Andrew has an extensive experience in the digital video and multimedia sectors, including working for MetaTV, Microsoft, and MCI. Andrew received his Bachelor of Business Administration from the University of Miami and his MBA from Georgia State University. Roei Shalev, business consultant, has started his consultancy career at one of Israel’s biggest consultancy offices, Aman consultants, where he worked as a financial and marketing consultant, mainly for communications and hi-tech companies. Roei then moved to work with Yoram Raviv, one of the Israel’s best strategy implementation consultants, where he became an expert in the fields of strategy planning and implementation, and acquired knowledge and experience in methodologies such as Balanced Scorecard, EFQM, 6-Sigma and others. For the last couple of years, Roei is working as a freelance consultant, accompanying startups in Israel’s communications and hi-tech industries. Amongst his major clients are the Ministry of Defense, Max-price, Ofek Communications, Comverse, Leumi Bank, and Supersol. Roei holds a bachelor degree in management & communication from Tel-Aviv University and a master degree in Entrepreneurship & Innovation from Isemi School at Swinburne University, Australia. Scott Ehrlich, CEO, Red Tie, Inc.: Scott Ehrlich has more than a decade of top-tier television and Internet management experience, serving in the senior management teams at Real Networks, Rivals.com and News Digital Media (Newscorp/Fox). In these positions, Scott has managed staffs of more than 200 employees, and annual budgets in excess of $40 million. He has negotiated landmark deals with major media entities in news (CNN, ABC News, The Weather Channel, CNET, WSJ.com), sports (NBA, NFL, NASCAR, MLB, PGA Tour, FOX Sports) and entertainment (E! Entertainment, CBS (Big Brother and Survivor), iFilm, Starz On Demand, Playboy) for the carriage, distribution and packaging rights to their content over IP, at various times managing relationships with four of the largest media companies in the world (Viacom, Disney, AOL Time Warner and News Corporation). Currently Scott serves as the managing partner in Impulse Media, a Seattle based digital business consulting company and Red Tie, Inc., a development company with offices in New York and Seattle. In the past year he has served as a consultant and advisor to top management at Sony Pictures Digital Networks (digital media business strategy), Rivals.com (senior corporate advisor), Infospace (search and directory application distribution), ABC News Digital Media Group (broadband and mobile digital media distribution), DivX Networks (content strategy and acquisition), iFilm, Inc. (senior corporate advisor) and Microsoft (digital media business strategy). Scott has overseen industry-changing initiatives and the development of ground-breaking applications in digital media. Expert in strategic planning, product and business development, he has been responsible for all content, revenue, product development, creative services, deal making, marketing, and long-term strategy. He is widely recognized as a leader in digital media, winning industry awards, serving as company spokesperson, and in high demand for public speaking engagements and panel appearances at industry conferences. Prior to forming Impulse and Red Tie, Scott served as Vice President of Media Acquisition and Distribution for RealNetworks, Inc. (Nasdaq: RNWK) In that role, he developed strategies, negotiated, implemented and managed product deals and relationships for the GoldPass and RealOne SuperPass services and drove growth of Real Networks' subscription services to more than 1 million subscribers. Previously, Scott was Executive Vice-President and General Manager for Rival Networks, the publisher of Rivals.com, where he oversaw all aspects of the business including advertising sales, e-commerce, content, business development, marketing, public relations and creative services. At Rivals.com, Scott grew the network from 350 niche sports sites to over 800, while fostering revenue growth in excess of 400%. He developed and executed the operations plan, business strategy and documentation for Rivals' S-1 filing, securing financing ($35M, Softbank, 2000) and significant distribution deals (Yahoo! Sports, 2000). In addition, Scott supported international development with Rivals UK and Japan. Earlier in his career, Scott was the senior vice president and executive producer of News America Digital Publishing, with responsibility for all editorial, production, technology and product development for News Corporation's content-based digital publishing ventures, including FOX.com, FoxNews.com, tvguide.com and FoxSports.com. Scott has years of television management and consulting experience working with major broadcasting outlets other than Fox, such as NBC Cable, Twentieth Television, Paramount and McGraw-Hill Broadcasting. Ehrlich received his masters degree from The Graduate School of Political Management, now part of George Washington University and his undergraduate degree from Kenyon College.