Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Wednesday, May 7th 12:30 PM - 1:45 PM Track III: 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 both erode. Is this idea an accurate read or is it a misunderstanding of the reality? This explanation 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. Amy Carney, President, Advertiser Sales, Sony Pictures Television David Stengle, Vice President of Distribution, BlackArrow Mitch Oscar, Executive Vice President, Director of CaratDigital, Carat North America Scott Ferris, Senior Vice President & General Manager, Publisher & Emerging Media, Atlas, a division of aQuantive Lon Otremba, CEO, Access 360 Media Jeff Shultz, founder & CEO, CONCERT.TV Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator Additional speakers to be announced For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Amy Carney, President, Advertiser Sales, Sony Pictures Television: Sony Pictures Television (SPT) is one of the premiere national advertising sales companies. In this position, Carney oversees the sale of commercial inventory in SPT’s first-run and off-network programs, all of Sony Pictures Entertainment’s digital platforms, Sony BMG’s MusicBox and for iN DEMAND’s high definition channel Mojo and the Tennis Channel. Carney directs the sales teams based in New York, Los Angeles and Chicago. Carney’s responsibilities in the digital arena span across all of the company’s efforts, from streams of SPT’s syndicated programs to the company’s channels on AOL, MySpace, YouTube, and others, as well as Sony BMG’s MusicBox and Crackle. Additionally, the company developed the “:10 Second Solution,” offering advertisers 10-second announcements in SPT’s lineup, including the top three programs in syndication: “Seinfeld,” “Jeopardy!” and “Wheel of Fortune.” Based in New York, Carney joined SPT in September 2003. Prior to joining SPT, Carney served as vice president, sales, for Univision Online in New York, where she launched the company’s online sales division and created the national sales and client services team. From 1999-2000, she served as a general manager, Ticketmaster Online-Citysearch, Inc., launching a local content information website and creating the sales, content, marketing and operations management team. Prior to that, she served as general sales manager at WTVR-TV, the CBS affiliate in Richmond, VA and, from 1989 to 1994, as vice president, general sales manager, Telerep, Inc. in New York. Carney is a graduate, cum laude, from the College of New Rochelle, with bachelor of science degrees in business administration and political science. David Stengle, Vice President of distribution, BlackArrow: David Stengle is responsible for building and fostering relationships with BlackArrow's distribution partners. Stengle joined BlackArrow from Lenfest Media, where he led advanced advertising initiatives as senior vice president of strategy and planning. While at Lenfest, he served as CEO of StarNet LP and led the turnaround of a portfolio of companies, including Media DVX, an electronic advertising distribution company (later sold to DG Systems); StarNet, a cable operator advertiser systems integrator (later sold to OpenTV); MCN, a regional infomercial network; and Prime Image, a local television advertising production company. Previously, Stengle was managing director and CTO at Katalyst LLC, a provider of management consulting and funding to early-stage companies. Stengle's technology career began on Wall Street, where he focused on leading-edge solutions for large-scale financial and transactional systems. Mitch Oscar, Executive Vice President, Director of CaratDigital, Carat North America: Carat Digital is a new division of Carat focusing on new digital platforms and the integration of interactive TV, wireless and online applications with traditional media. Its mission is to explore the potential value of interactive media applications and technologies for the development (ideas and implications) and execution of advertising models by Carat clients: Carat Digital's presentation "Here, There, Everywhere" is an exploration of emerging digital platforms in the United States including interactive television (personal video recorders, addressability, interactive program guides, video on demand, and the TV portal), and new distribution platforms (digital cable, digital terrestrial TV and broadband). Prior to joining Carat, Mitch was SVP/Director of Media Futures at Universal McCann whose responsibility was the creation and management of a media division dedicated to the investigation, strategic positioning and execution of new digital media. Partnerships included Cox Communications (long form advertising), AT&T Broadband/ACTV (addressability), CNN/Cartoon Network (VOD/cross digital media platforms), Discovery (VOD, SVOD, high definition), TechTV (virtual channel/cross media platforms), Weather (virtual channel), TiVo (PVR), RePlayTV (PVR), ShadowTV (streaming), Wink (enhanced TV), Digeo (TV portal), Invidi (addressability), Visible World (addressability), Vindigo (wireless), Profilium (wireless), LiquidGeneration (Gen Y marketing) and Liberty Media (evolution of new media and commercial production). Since 1991, Mitch has been president of HocusFocus, a media and marketing consultancy whose primary focus is interactive television and television distribution technologies. Scott Ferris, Senior Vice President & General Manager, Publisher & Emerging Media, Atlas, a division of aQuantive: Scott Ferris brings more than 20 years of broadband, cable, internet and direct marketing experience to Atlas. As head of the Publisher and Emerging Media divisions, he is responsible for the line of business serving publisher needs for guaranteed and remnant inventory products and services. Additionally, Scott is responsible for incubating new business initiatives focused on the growth of digital cable television, on demand media and emerging technology such as in-stream video, gaming and mobile. For more than two decades, Scott has played a significant role in bringing hybrid fiber-coaxial networks and the “triple play” concept to market in the broadband industry. He was part of the US WEST team that built the first digital broadband network in the U.K. with Comcast, Jones Cable and TCI (now known as Telewest) and later introduced it into the U.S. market. He was also involved in the deployment of Time Warner Cable’s ground-breaking Full Service Network iTV trial in Orlando, Fla. At MediaOne, Ferris created the MediaOne brand and developed the company’s broadband cable modem and digital video strategy. Scott is committee chair of the Data/Metrics for the Innovation in Digital Advertising (IDiA) Project and is an active member of the Cable and Telecommunications Association for Marketing (CTAM) On Demand Television Consortium. Lon Otremba, CEO, Access 360 Media: Lon Otremba serves as Access 360 Media’s CEO and is charged with managing the company’s day-to-day activities and developing the company’s overall strategic direction. A well-known interactive media pioneer, Otremba is a veteran operating executive and advisor in the Internet publishing, print, television and broadcast music industries. He’s a frequent commentator on interactive marketing and operating strategies, presenting at such as events as the Forbes CFO Conference, The Economist Conference, and numerous BusinessWeek, Internet World, and AdTech Conferences. Otremba currently sits on the board of EEI Communications, a leading provider of outsourced new media, print publishing and staffing services; Cardium Therapeutics, Inc., a publicly traded interventional cardiology company focused on the commercial development of myocardial-derived cardiovascular growth factor therapeutics; and Artes Medical, a privately held, vertically integrated medical technology company focused on the development of new and innovative products for the plastic surgery, cosmetic surgery and dermatology markets. He also served on the executive board of the Interactive Advertising Bureau. Prior to joining Access 360 Media, Otremba was CEO of Muzak, LLC, the world’s largest provider of commercial music services, where the company generated $245mm in revenues and $66mm in EBITDA during Otremba’s tenure. His primary mission was to restructure all Muzak operations from top to bottom, including completely centralizing of the company’s operations and introducing handheld technology to its 500+ technician force. Otremba also served as executive vice president of America Online’s Interactive Marketing Group, a $720mm+ business responsible for developing and leading the short and long-term strategy and operations for AOL’s advertising and e-commerce business turnaround. Many of the initiatives undertaken during his term formed the foundation for AOL’s reemergence as an interactive marketing leader. He was also part of the team that launched Mail.com (now EasyLink Services Corporation), helped guide them through an IPO in 1999, and served as president and COO. Before that, he was one of the founding members of the CNET Networks management team, where he was executive vice president, responsible for developing CNET’s highly successful revenue model in interactive media and television, and helped position the company for a successful IPO in 1996. Previously, he held various senior executive management positions at Ziff Davis Publishing and CMP Media. He began his career at Procter and Gamble Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderato: 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.