Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Tuesday, October 30th 10:45 AM - Noon Track I: Hollywood and the Digital Consumer: How Technology, Content and Services Establish the Next Level of Consumer Entertainment Experience The next generation of technology within the digital home will bring with it not only more content to the consumer, it will bring with it greater choice and more individual personalization into the process. While the actual definition of the digital home is still emerging, the idea of a fully connected consumer, living in a high speed DTV, PVR, HD, broadband and wireless environment is a good jumping off place. Hollywood, the provider of the content will not only flourish in this environment, it will probably enter a new golden age of production as it discovers how best to relate to it consumer base. How Hollywood will respond to a fully realized OnDemand television, film and games universe is the latest challenge to be faced. The technologies now finding their way into the home are disruptive, not only to the content community, but to the consumer electronics community as well. The brave new world of the digital home is not only an exciting new market opportunity for Hollywood, it is also brings with it a complex labyrinth of difficult options Shawn Gold, SVP, Marketing & Content, MySpace.com Amy Friedlander-Hoffman, Senior Vice President, Programming, AT&T Operations Claudia Strauss, Managing Partner, Kirshenbaum Bond + Partners Jason Hirschhorn, President, Sling Media Entertainment Donick Cary, Executive Producer, “Lil’ Bush” John Penney, Global Strategy, IMG Global Media Ira Rubenstein, Executive Vice President, Digital Sales and Marketing, Sony Pictures, Moderator Amy Friedlander-Hoffman, Senior Vice President, Programming, AT&T Operations: Amy Friedlander-Hoffman is the senior vice president, Programming, for AT&T Operations. As AT&T enters the video market to compete with cable and satellite, Ms. Friedlander will oversee interactive programming and convergence for AT&T U-verseSM services. AT&T U-verse is the company’s initiative to expand the fiber-optics network deeper into neighborhoods to deliver AT&T U-verse TV, AT&T Yahoo! High Speed Internet U-verse Enabled and, in the future, voice over IP services. Preceding AT&T, Ms. Friedlander headed a strategic consulting practice, Xanthum Partners, which helped clients from around the globe with content strategy, negotiation and acquisition, and programming and packaging development. Ms. Friedlander was previously general counsel and senior vice president of business development for Intertainer, the first VOD service delivered over both broadband and cable, and helped the company raise more than $100 million from companies such as Microsoft, Comcast, Intel, Qwest, Sony, NBC and Thomson Consumer Electronics. She was responsible for negotiating content agreements with the major studios and programmers, distribution agreements with cable companies and telcos, and general technology ventures. In the business development role, Ms. Friedlander was responsible for international development and led her team to implement Intertainer’s strategy related to content distribution and software services. Prior to her tenure with Intertainer, Ms. Friedlander practiced corporate law at Gibson, Dunn & Crutcher in Los Angeles. Ms. Friedlander holds a JD from the University of Chicago and a BA with honors from the University of Michigan. Shawn Gold is SVP, head of marketing and content for MySpace.com, an online social network with over 85 million members focused on Personal expression, human connection and the discovery of popular culture. He comes to Myspace with a 14 year history in digital marketing and business strategy. Previous to MySpace, Shawn was publisher of WeblogsInc (now an AOL company), the largest publisher of professional blogs on the web with over 8 million monthly readers. Among his 85 Blogs were category leaders Engadget, AutoBlog and Joystiq. Prior to WeblogsInc, Shawn was president/chief strategy officer of publicly held Intermix.com. At Intermix, during the dotcom downturn, his team created the webs most popular entertainment network online (24 million monthly visitors) and achieved profitability. Prior to Intermix, Shawn headed marketing and communications for ecommerce company WHN, providing ecommerce and marketing service to entertainment brands, including The 2002 Olympics, ABC, NBC, Comedy Central, MTV, and Fox. Prior to WHN.com, Shawn served as head of strategic planning at Rare Medium where he created the inaugural interactive communication strategies for P&G, General Foods, Mattel and Nestle. In 1995, Shawn was GM and Founder of Icon New media’s Advertising Division, publishing Word.com and Charged.com. There he created the first interstitial ads on the web and an industry-leading advertising system based on time rotation and contextual integration. He started developing interactive content in 1992 as a partner with TouchTunes Interactive, a telecommunications music marketing service in the USA, Japan and New Zealand. He is a founding board member of the Producers Guild of America’s New Media Council. Claudia Strauss, Managing Partner, Kirshenbaum Bond + Partners: As a Managing Partner of kbp and the President of LIME -- and a nine-year veteran at the agency -- Claudia has been a key factor in the groups’ growth in big idea integrated programming. During this period, kbp has been a forward thinker in the digital and integrated marketing arenas. Among the noteworthy programs that have been launched during her tenure at kbp include one of the first consumer created content campaigns for Ban Deodorant, an affinity program for HBO’s Entourage that included web, email and SMS marketing as well as experiential components, a content-driven online campaign for Diageo’s Don Julio, an experiential program for Lexus that included live streaming of a multi-media event to the web, and the creation of a television show for cats (with viral components) for Meow Mix that was broadcast on Oxygen. Currently, Claudia and her team are managing development of one of the first short-form reality shows as part of Panasonic’s “Living in HD” integrated campaign. In 2006, they were responsible for one of the first branded channels on YouTube for Panasonic. She has also driven breakthrough programs for clients such as Timex, Allied Domecq, Puma, Citibank, Snapple, Target, IKEA, and Revlon. Prior to LIME, Claudia was the principal in a marketing consulting firm specializing in new-product launches and marketing and promotions programs for start-ups and high-growth companies. Clients included firms in publishing, beverages, fashion, media, home design, high-tech, event management, textiles, new media and antiques and collectibles fields. She also penned a weekly column in The New York Post titled “The Savvy Shopper” for close to three years. Claudia founded and became the Volunteer Executive Director of the Flatiron District Business Association, a not-for-profit organization that united key local business, government, residential and tourism agencies. Claudia has an MBA in Marketing and International Business from NYU/Stern School of Business. She has an almost insatiable appetite for cultural events and likes to share in the pleasures of some of the most bizarre with colleagues and clients – all in the name of inspiring new and creative thinking and a better understanding of consumers. These events have been known to include school bus demolition derbies, tattoo conventions and Mexican wrestling and burlesque. Jason Hirschhorn, President, Sling Entertainment Group: The Sling Entertainment Group was formed to define and create even richer and more engaging experiences for Slingbox customers as well as their family and friends. Jason is tasked with delivering entirely new applications and services enabled by the Slingbox’s marriage of familiar TV programming and richly interactive web-connected devices. The Sling Entertainment Group is also chartered with managing Sling Media’s existing and future collaborative efforts with content creators, distributors and advertisers. Prior to joining Sling Media, Jason Hirschhorn was a Founding Partner at TripleH Media Advisors, a digital media consultancy. Before TripleH, Jason was Chief Digital Officer at MTV Networks. At MTV Networks, Jason was responsible for the company's digital media businesses and interactive strategy. Hirschhorn joined MTV Networks in March 2000 via the acquisition of his company, Mischief New Media, a leading web site design and content development firm he founded to serve the entertainment industry. Donick Cary, Executive Producer, “Lil’ Bush”: Emmy-winning writer and producer Donick Cary got his start writing for “Late Night with David Letterman.” He continued working with the show through its move to CBS, serving as both head writer and the “guy in the bear suit.” After five years in late night, Cary moved to “The Simpsons,” where he served as a co-executive producer for four seasons. He later spent a season in the same capacity on “Just Shoot Me.” Cary has produced pilots for and developed with: Brillstein Grey, Sony Television, Happy Madison, ABC, NBC, CBS, FOX, FX, HBO, the WB and Nickelodeon. Cary is currently executive producing his show “Lil’ Bush” for Comedy Central, the first mobi/series ever to move from cell phones to television. Cary grew up in Nantucket Island and attended Boston University. Ira Rubenstein, Executive Vice President, Sony Pictures Digital: Ira Rubenstein has built a career on identifying and implementing new marketing and distribution tactics for entertainment properties through interactive, online and mobile initiatives. As executive vice president of Sony Pictures Digital, Rubenstein is responsible for overseeing the division’s production efforts to extend Sony Pictures properties into the digital marketplace through SonyPictures.com, mobile games and personalization products, casual games, and innovative strategic partnerships. Rubenstein manages the digital growth of the studio’s most important brands including Wheel of Fortune and Jeopardy! as these and other properties have progressed through various platforms including broadband, interactive television, mobile, and emerging platforms such as the PSP and PS3. Most recently, Rubenstein’s team launched a full suite of digital products on behalf of two of Columbia Pictures’ most highly anticipated films – THE DA VINCI CODE and CASINO ROYALE. In addition, Rubenstein oversees production for all Sony Pictures properties breaking into the growing mobile marketplace. His team has developed an array of successful mobile entertainment offerings such as the award-winning games Ratchet and Clank: Going Mobile and Spider-Man 2: The Hero Returns, retro titles such as Elevator Action and Q*Bert and personalization products for "The Boondocks." Under Rubenstein’s leadership, SonyPictures.com generates online awareness for the studio’s film, television, and home entertainment properties by driving traffic with partnership marketing, media buys, community building, e-commerce, auctions, games and original content. Prior to his role as executive vice president, Rubenstein was senior vice president and directed the division’s brand integration and sponsorship strategies and was also responsible for the production and creative direction for SonyPictures.com.Beginning in 2000, Rubenstein oversaw the establishment of Sony Pictures Digital Entertainment’s on-demand movie initiative to offer theatrically released motion pictures via digital delivery for broadband Internet users. From concept to working technical trials, Rubenstein directed the project (developed under the name Moviefly), which ultimately became Movielink, a groundbreaking partnership among five studios. More recently, Rubenstein helped to develop Sony Pictures Digital’s "Movies on Memory Cards" initiative in Europe. Several films, including SPIDER-MANTM 2, MONTY PYTHON AND THE HOLY GRAIL, HITCH, GHOSTBUSTERS, CHARLIE’S ANGELS: FULL THROTTLE and STUART LITTLE are now available on memory cards to view on mobile phones. Before the establishment of Sony Pictures Digital Entertainment, Rubenstein was vice president, marketing, Columbia TriStar Interactive. In this role, he managed the strategic implementation of media planning, promotional and creative advertising campaigns for more than 100 film sites including STUART LITTLE, MEN IN BLACK, AIR FORCE ONE, AS GOOD AS IT GETS and THE MASK OF ZORRO. Recognition for his work includes Webby Awards, Mobie awards, a Gold Clio and The Hollywood Reporter Key Art award. Before joining Columbia TriStar Interactive, Rubenstein served as manager of media research and interactive marketing for Twentieth Century Fox. Rubenstein was recently included on the highly regarded "Digital 50" list, a distinction given to fifty new media innovators by The Producers Guild of America’s New Media Council and The Hollywood Reporter. He is a graduate of the Peter Stark Producing Program at USC.