Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 4-7, 2009 Tuesday, May 5th 3:50 PM - 5:00 PM Track II: Advertising Strategy, Expenditure and Analysis: Broadcast and Cable vs. the New Platforms: Broadband, Social Networks, Mobile, VOD & PVR More than ever, in this challenging economy, agencies and brand managers are faced with a dual problem. First and foremost, they must get the best bang for their buck in reaching their target audience. At the first fork in the road they must choose between the “traditional” ad markets of TV, cable and print, versus the new technologies, from broadband to mobile. Once that decision has been made, understanding how to allocate within the choice-structure of “new media” – broadband, social media, search, mobile, ITV etc. – must be determined. The advertising choices of 2009 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures Kalpana Sehwani, Director of Entertainment Category, Platform-A Chip Meehan, VP of Advanced Advertising Sales, Comcast Spotlight Jason R. Krebs, co-founder and President, Sales & Marketing, ShortTail Media Craig Woerz, managing partner, Media Storm Braxton Jarratt, CEO, Clearleap Warren Schlichting, SVP, Corporate Development Canoe Ventures David Zucker, Director - Producer, Naked Gun series, Airplane!, Scary Movie Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator Tim Hanlon, Executive Vice President/Managing Director, VivaKi Ventures: He is chiefly responsible for the solicitation, negotiation and oversight of the unit’s strategic partnership and equity investment activity -- focused exclusively on paradigm-changing “new media” platforms and technologies. His current role is an outgrowth of his previous work as head of Publicis Groupe Media (PGM) Ventures, and includes formal advisory and directorial positions with over three dozen start-up companies. Prior to founding the PGM Ventures practice, Hanlon was Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe Media and parent holding company Publicis Groupe, S.A. He was 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 15 years 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. He also served as the 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 was Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee from 2001-05, a founding member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and a founding member of the National Academy of Media Arts & Sciences (NAMAS). In 2004, he was 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.” His insights into the future of media and advertising are regularly seen in major electronic, print and trade press outlets. Hanlon holds an MBA from the University of Chicago Graduate School of Business, and a BA from Georgetown University. Kalpana Sehwani joined Platform-A in July 2008 with over 10 years of Marketing and Strategy experience. As the Director of Entertainment Category, Kalpana is tasked with creating and driving solutions that meet the marketing needs of our Entertainment partners utilizing Platform-A’s full suite of advertising solutions. Prior to joining Platform-A, Kalpana was the Director of Advertising Solutions at Fox Interactive Media/MySpace where she led a team that developed all ad products on the site; including sponsorship programs for key Offline and Online Marketing Events and Product Launch Sponsorships for Studio Partners such as Twentieth Century Fox, Warner Brothers and Universal Pictures. Additionally, Kalpana was an integral part of the MySpaceTV launch and helped drive the video monetization strategy at MySpace. Before MySpace, Kalpana worked at AOL where she focused on Entertainment and Import Autos Sales Strategies, leading to several large wins for the LA Sales team. Kalpana holds a bachelor’s degree from Barnard College, Columbia University, and an MBA from Thunderbird, School of Global Management. Prior to her foray into interactive media, Kalpana worked in the Insurance and Financial Services sector in New York City and now resides in Los Angeles, CA. Braxton Jarratt, CEO, Clearleap: Braxton has driven innovation and growth in senior management roles with technology and media companies, most recently as Senior Vice President of Marketing and Business Development at Tandberg Television (an Ericsson Company) where he led the rapid expansion of the company into the North American television market and video on demand (VOD) software business. There he launched and secured key customers for Tandberg's pioneering television distribution, management and advertising products, contributing to the acquisition of Tandberg by Ericsson for $1.2 billion in 2007. Braxton joined Tandberg through their $120 million acquisition of venture-backed startup N2 Broadband, where he drove key deployments of the company's on-demand software in nearly every VOD site in North America. Previously, Braxton worked at Cox as director of product strategy for the cable division and GM in the interactive media division, where he launched the first broadband internet content service in partnership with @Home. Braxton's first tech startup experience was as the head of commercial services with Primenet, an internet startup purchased by GlobalCenter. Braxton received his Bachelor's degree in engineering from Dartmouth College. David Zucker, Director - Producer, Naked Gun series, Airplane!, Scary Movie: Director/producer/writer David Zucker’s films have generated over $2.5 billion in box office revenue, with worldwide box office hits such as “Airplane!”, “The Naked Gun” series, and the record-breaking “Scary Movie 3 & 4,” which have made him one of Hollywood’s most successful and profitable filmmakers. Starting out after college with a borrowed video tape deck and camera, he convinced brother Jerry and friend Jim Abrahams to join him in creating the Kentucky Fried Theater in the back of a bookstore in Madison, Wisconsin. Moving to Los Angeles in 1972, they became, for five years, the most successful small theater group in Los Angeles history, and Lorne Michael’s inspiration for Saturday Night Live. After parlaying this success into a hit independent feature, “Kentucky Fried Movie,” David conceived the idea which would create a whole new film genre. “Airplane!” broke all conventions by featuring dramatic actors like Leslie Nielsen and Robert Stack performing zany dialogue with straight-laced sincerity. Paramount’s surprise spoof hit positioned David and his partners as kingpins of Hollywood comedy. Their streak of box office hits continued the secret agent spoof “Top Secret!” (Val Kilmer), and the biting farce of “Ruthless People,” (Bette Midler, Danny DeVito). After that, David went out on his own to direct “The Naked Gun.” That zany comedy hit was followed by “Naked Gun 21/2: The Smell of Fear,” (the first comedy sequel to ever exceed the original at the box office), followed by the hit “Naked Gun 33 1/3”. David also branched out into producing, with “Walk in The Clouds” (Keanu Reeves) and “Phone Booth” (Colin Farrell), in addition to directing comedy classic, “BASEketball”. Asked to revitalized the fallen Scary Movie franchise, David directed two blockbusters: “Scary Movie 3”, (holds record for largest October opening), and “Scary Movie 4”. (holds record for largest Easter weekend opening). Last year, David produced the spoof “Superhero Movie” ($71M to date). David Zucker has always been a leading-edge “first adopter” of new technology, new types of comedy, and new production & marketing models. The legendary Kentucky Fried Theater live show was the first to present video comedy elements onstage using Sony’s first non-commercial video technology. His Scary Movie 4 was one of the first ever shot using all HD features. And now, with the entertainment and media industries rapidly evolving, David’s new company, ZuckerVision, intends to embrace the new content creation and promotion paradigm that allows independents to have a big reach once only available to major studios. With its motto: “forward to the past….”, referring to the golden days of radio and television, ZuckerVision will directly venture with major brand partners, agencies, and other partners, to help underwrite, co-produce, market, and exploit its theatrical and other media properties. It will then use both traditional methods and the digital space to execute 360 media marketing and sales campaigns to build and fully exploit ZuckerVision’s brands, as well as use its entertainment content packaged with a “social wrapper” to connect with consumers directly. Charles Meehan, Vice President of Advanced Advertising Sales, Comcast Spotlight: Charles “Chip” Meehan, Vice President of Advanced Advertising Sales for Comcast Spotlight, manages an advanced advertising sales unit dedicated to the growth of revenue through increased network tune-in business and the entertainment category, on a national footprint. These advanced advertising products include, the Comcast Media Center’s Headend in the Sky (HITS) programming distribution platform, a special use footprint-wide sales interconnect, full Comcast Digital Cable footprint and cross-MSO video on demand sponsorship opportunities, On Demand advertising (long-form and short-form content), Select On Demand Sponsorships, iGuide Banner ads on Comcast’s interactive program guide and ETV (telescoping). Prior to joining Comcast Spotlight in 2004, Meehan was employed by MTV Networks for over 12 years, where he supervised sales activities for Nickelodeon and its various brand extensions for the Los Angeles, Chicago, and Detroit sales offices. Earlier in his career, Chip gained experience in local independent television sales with DTLA, KCOP, and KCAL in Los Angeles. In 1989, he entered the cable industry by joining Adlink. Meehan holds a B.A. in economics from Connecticut College and currently resides in Los Angeles. Jason R. Krebs, co-founder and President, Sales & Marketing, ShortTail Media: Over the past 15 years, Jason Krebs has been in leadership positions at Time Warner, Weather.com and NYTimes.com where he was Vice President of Sales and Marketing through 2005. More recently, Jason started the interactive division of The Condé Nast Media Group, where he was Vice President through 2007. In that role he was responsible for the leading the revenue initiatives across all of the 30+ websites within the company. He also directed all of the web and mobile operations for the signature events of the department. Krebs is actively engaged in the online industry. He is a member of the advisory boards for the Seller Summits Leadership Forum run by Upstream Group. Among a handful of professional acknowledgments, Jason was named to MediaPost Magazine's list 'Top 50 Most Influential, 2004.' Jason graduated from West Virginia University with a degree in Marketing in 1993. He resides with his family in New York City. Currently he is the co-founder and President, Sales & Marketing of ShortTail Media, which is the leading alliance of the world's greatest news, information and entertainment websites, creating an entirely new way to manage and sell premium online advertising. ShortTail offers advertisers large scale, transparency across audience channels and prominent ad spaces, all with a single point of contact and a simple buy. Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator: Terry Bienstock is currently CEO of World Extend, LLC. a New Jersey-based distributor of managed application publishing and secure remote access solutions for business and consumer markets. WorldExtend has revolutionary products to deliver to a business a low cost software-based VPN, and has developed a virtual computer on a TV set to bridge the Digital Divide. He also manages and advises other ventures relating to new media platforms, such as Video-on-Demand, digital video recorders, broadband and mobile services. Prior to this, he served as Executive Vice President and General Counsel, Law and Government Affairs, for Comcast Cable Communications in Philadelphia. In this position, he maintained business responsibility for Comcast’s Video on Demand platform, Comcast University and claims management. He was also responsible for overseeing the Law department for the country’s leading cable and broadband communications provider, advising senior management on legal and business issues, and for Comcast’s state and local government affairs in the 5000 communities and 41 states in which it did business. Prior to joining Comcast, for 23 years Bienstock was in private practice, serving as lead counsel on numerous major communications, First Amendment and property rights cases for most of the top media and cable companies, and lead high visibility cases, from the first fully televised trial in the U.S. to the Noriega tapes case for CNN. He pioneered litigation in the cable television industry for operators, programmers and equipment manufacturers, and successfully prosecuted cases on theft of service, copyright and trademark, premises access, franchising, franchise modifications, transfers, renewals, leased access and other constitutional and Cable Act issues. He has over 100 reported decisions to his name. A graduate of the State University of New York at Binghamton in 1975 and the Rutgers-Camden School of Law in 1978, Bienstock has authored several articles in leading legal publications on cable issues such as theft of service, franchising and access to premises. He regularly lectures at numerous national trade associates and legal conferences on various communications, media, regulatory, law department management and litigation topics, and at business conferences on new media topics.