Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES Monday, January 7th Noon - 1:00 PM Session A – RA7 – Reinventing Advertising Reinventing Advertising: Broadcast vs. the New Platforms: VOD, PVR, Broadband & Mobile In this session, we will attempt to understand the implications of a zero sum game in the analysis of advertising, that is, as the new media platforms expand, gain greater consumer acceptance and loyalty, the impact of broadcast network advertising and its share of revenue are both erode. It may appear to be an obvious notion of give and take, but the power of broadcast vs. the growth of the new media platforms may not be a simple winner-loser relationship. In this complex world of advertising, branding and consumer needs, the role of the advertiser, the media and technology resides a story of never ending saga of the American entertainment and economic enterprise. Lori H. Schwartz, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab Warren Schlichting, Senior Vice President, New Business Development, Comcast Spotlight David J. Del Beccaro, President and CEO, Music Choice Tracey L. Scheppach, Senior Vice President/Video Innovations Director, Starcom USA Louis Gump, Vice President, Mobile, The Weather Channel Interactive Jeff Shultz, co-founder, CEO, CONCERT.TV Marc Ruxin, SVP, Director, Digital Strategy and Innovation, MCCANN Worldgroup Todd Herman, President of Mediagasm, LLC, Moderator Louis Gump, Vice President, Mobile, The Weather Channel Interactive - Louis Gump, vice president of mobile at The Weather Channel Interactive (TWCi), has responsibility for all of the company’s branded offerings for mobile consumers, including downloadable wireless Doppler radar applications, multimedia offerings, messaging products, and wireless Web sites. During his tenure, TWCi has launched various products such as made-for-mobile video and on-demand messaging, and has continued to integrate mobile offerings into weather.com, the Web site of The Weather Channel. Previously, Gump served as director of business development and director of mobile products and services for TWCi. In those capacities, he had responsibility for distribution relationships for weather.com, as well as operating responsibility for wireless products and services. Prior to joining TWCi in 2001, Gump was director of business development at ExpoExchange and a product manager at 3MC. He also served as a business strategy consultant for Accenture. Gump currently serves as chairman emeritus of The Mobile Marketing Association (MMA) and is active in other industry associations including the Cellular Telecommunications and Internet Association (CTIA). A native of Johnson City, TN, Gump received his MBA from the University of Virginia and bachelor’s degree from Duke University. LORI H. SCHWARTZ, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab: As Senior Vice President and Director of the Interpublic Emerging Media Lab, a center for marketing innovation located in Los Angeles, Lori provides consultation and solution recommendations for the latest in broadband, wireless and emerging media solutions. She has produced a number of broadband solutions for Sony Pictures, Microsoft, GSN, General Motors, Reebok, Nautica and Park Place Entertainment among others. Prior to serving as Director of the Lab, Lori served as the interactive/new media producer at McCann Worldgroup, providing interactive expertise for the agency’s Los Angeles client base. She worked with clients to create original content solutions across multiple channels. Lori also facilitated partnerships with entertainment, sports and other content providers, and served as the agency representative on all issues pertaining to emerging media. An active member of the marketing and entertainment industries, Lori has led a project for the American Film Institute's Digital Content Lab and also serves on the Board of Governors for the Producers Guild of America’s New Media Council and has recently joined the foundation board for Women in Film. She is an executive committee member of the Interactive Peer Group for the Academy of Television Arts and Sciences and participates in a number of advanced advertising standardizations groups. When she is not working with clients, Lori can be found on stage in Hollywood performing with a number of improvisational comedy theaters. David J. Del Beccaro is President, CEO and Founder of Music Choice, the multi-platform music network that reaches millions of consumers nationwide through their televisions, online, and cell phones. Under Del Beccaro’s direction, Music Choice pioneered innovative ways to program and produce music-related content for its multiple platforms. From its early days as the first digitally broadcasted network, Music Choice has evolved into the No. 1 On Demand network in the U.S. with over one billion orders to date for its free on demand content. In addition to programming dozens of uninterrupted music channels, Music Choice also offers a wide selection of music videos from established and emerging artists and produces Original content that includes a variety of music shows, artist interviews and entertainment news that appeals to its largest audience, the 12-34 demographic. Del Beccaro has helped devise and guide new concepts into the realm of reality including a highly targeted advertising model that yields measurable and verifiable results. Music Choice has realized great success to date with its revolutionary ad model, securing campaigns for a variety of top brands that includes P&G, Warner Brothers Pictures, Paramount Pictures, DreamWorks, Cingular, Volkswagen, Saturn, Scion, Unilever, Chase, Levi's, Sony BMG, Capitol Records, US Navy, and NBCU. In addition, Music Choice has created a new standard for consumer-focused programming with the launch of “My Music Choice,” a place where customized channels, playlists, and favorites live on its enhanced online music site. Warren Schlichting, Senior Vice President, New Business Development, Comcast Spotlight: Warren Schlichting is responsible for new business opportunities at Comcast Spotlight. These include the development of advertising products and ad-supported programming designed to take advantage of Comcast's digital infrastructure including iTV, VOD, high-speed data, and VoIP. Schlichting also oversees interactive advertising sales activities for products such as search, banner and streaming inventory across Comcast's various Internet properties including Comcast.net, Vehix.com and ESPN Clubhouse. Prior to joining Comcast Spotlight in 2002, Schlichting served as chief executive officer of Hiwire, a software technology company that allowed Internet radio stations to replace on-air broadcast commercials with targeted local online commercials. Hiwire provided software technology and advertising sales services to Clearchannel and other major Internet radio broadcasters in this endeavor. He has also served in executive capacities with the William E. Simon Group and Morgan Stanley & Co. In 2005, CableFAX magazine listed Schlichting as one of the cable industry's "100 Heavy Hitters" and he has also received the Cabletelevision Advertising Bureau (CAB) President's Award. Schlichting graduated from Harvard University with a degree in Economics. Tracey L. Scheppach, Vice President/Video Innovation Director, Starcom USA: Tracey Scheppach is responsible for all strategic and operational oversight of Starcom’s Video Investment Group (VIG) and is charged with investing clients’ advertising dollars across emerging video contact points. She is also responsible for the agency’s TV 2.0 practice, a consulting function centered on evolutionary television platforms. Prior to Starcom, Scheppach was vice president of programming and research at OpenTV, a Liberty Media Corporation subsidiary. Working with Wink, Inc., a pioneer in the interactive television industry, she helped create branding campaigns with 60 advertisers – including Procter & Gamble – on over 100 brands across 28 U.S. networks. She oversaw the implementation of new product development on behalf of clients, such as General Motors and Discovery Networks, for future advertising research and measurement metrics. Scheppach oversaw global advertising strategy and research as the Monsanto Company’s marketing director. There, she developed and implemented communications strategies to secure global public acceptance of biotechnology. She received the Holmes Group’s SABRE Award for her work. Scheppach’s responsibilities encompassed television, print, online, public relations and more. Scheppach graduated from the University of Colorado in 1991 with a B.S. in finance and accounting. She became a licensed CPA In 1992. She earned her MBA from Northwestern University in 1999. Jeff Shultz, Co-Founder, CEO, CONCERT.TV: An innovator in the cable television space, Jeff Shultz was among the first executives to begin forging relationships in the nascent VOD programming industry. In early 2002 he co-founded CONCERT.TV, one of the nation’s first VOD television properties and the first television network dedicated to music performance and documentary. Shultz oversees distribution, business development and advertising sales for the network, securing deals with partners such as Comcast, Cox Communications, Cingular, Starbucks and Coca-Cola. Shultz began his career as an attorney at Linklaters in London, UK where he specialized in cross-border mergers and acquisitions and hedge fund management. Shultz then changed paths and delved into business development in the emerging digital media space. As director of business development for NBCi, the online arm of NBC television network, Shultz focused on new media entertainment and e-commerce deals for one of the nation’s leading broadband Internet portals. Shultz graduated from the University of Arizona with a Bachelor of Arts degree in Economics and Political Science, and from Georgetown University Law Center. Marc Ruxin, SVP, Director of Digital Marketing, McCann WorldGroup: Marc brings 15 years of experience in digital marketing, strategy, business development and planning to McCann. Before joining McCann, Marc was the COO of The Mill Group, running the North American divisions of The Mill and Beam.tv. Prior to The Mill Marc was the EVP of Strategy at Gyro International, the Vice President of Business Development at iVast and at Eveo, Inc., both VC backed next generation media technology companies. Before that Marc worked for WPP Group plc., where he was an MBA Marketing Fellow and ultimately lead West Coast new media strategy for the group. Before WPP, Marc worked in A&R at EMI Records. Marc has a BA from Hamilton College and an MBA from Columbia Business School.