Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2008 Thursday, March 13th 10:45 AM - Noon Session A: 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. Scott L. Brown, Senior Vice President, Strategic Relationships, Marketing and Technology: Nielsen Media Research Tracey L. Scheppach, Vice President/Video Innovation Director, Starcom USA Jen Soch, VP, Director of Advanced TV, MediaVest USA Keith Kocho, founder, ExtendMedia Ken Papagan, President & Chief Strategy Officer, Rentrak Michael Kurtzman, Managing Director, Sybase 365 Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator 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. Scott L. Brown, Senior Vice President, Strategic Relationships, Marketing and Technology: Nielsen Media Research: Scott L. Brown is senior vice president responsible for strategic relationships, marketing and technology for Nielsen Media Research. Scott focuses much of his time on establishing and managing business relationships with advanced technology and new media companies. He is one of the Company’s key experts on evolving television technologies, advanced metering systems, and new technology development. Scott provides the Company’s vision and leadership for the new world of digital convergence, as well as directing related projects, such as the TiVo/Nielsen measurement service, the convergence panel, extended home measurement, DVR timeshifting, and development of on-demand services. Scott joined Nielsen Media Research in 1979 as a systems design specialist. In 1983, Scott managed the national names operation where he developed the Automated Measurement of Lineups (AMOL) system that facilitated the delivery of national overnight ratings. From 1985 through 1987, he served as vice president in charge of national and local production services. In 1992, he was named vice president of metered and diary data collection services. In 1995, Scott became vice president of marketing and began working closely with clients and technology companies. In 1999, Scott was promoted to senior vice president of Marketing & Technology. Mr. Brown is a 1975 graduate of Illinois State University with BS and MS degrees. Keith Kocho founded ExtendMedia (then Digital Renaissance) in 1991. Under his leadership, the company has been recognized for numerous awards including The OnHollywood 100, The Fast 50, Canada’s Fastest Growing Companies, Profit 100, and others, and he has personally received such awards as the BDC's Young Entrepreneur of the Year. Keith was named the “Emerging Executive of the Year” by the Mass Technology Leadership Council in 2007. He has been an advisor to Apple Computer, consultant to leading telecommunications and technology companies such as Intel, IBM and Microsoft, and has served on the advisory boards of several Colleges and Universities. His industry roles have included board participation on ITAC, CANARIE and the Canadian Film Centre. Prior to starting the company, Keith co-developed the first PC-based offline video editing system, EnSuite, in 1990. He is a graduate of Ryerson University with a degree in Radio and Television Arts. Kenneth Papagan, President & Chief Strategy Officer, Rentrak Corporation: Mr. Papagan is responsible for incubating, implementing and driving operations of all new business initiatives and setting the strategic direction of Rentrak Corporation, a leader in audience measurement tracking media consumption across numerous distribution platforms including, Theatrical Film, Home Video, On Demand Content, and Advertising. Ken was a founding executive for the start-up of 9 television networks including Nickelodeon, MTV, ON TV, and the JCPenny Shopping Channel – where he was Co-Executive Producer. For the past 10 years, Ken has been primarily focused on Digital Media across all platforms globally working with such clients as AT&T, Broadband, USWest, Bloomberg, Flextech and others. Among his accomplishments at Rentrak are the launches of Retail Essentials and OnDemand Essentials, which is currently aggregating VOD viewer usage data for more than 50% of the VOD, enabled cable universe, including Comcast, Cablevision and others. The service is currently processing overnight On Demand data representing 32 million set top boxes. The service has garnered 42 content providing clients including NBC/Universal, CBS, MTV, Paramount, and Warner Brothers. He is currently developing New Business in On Demand Advertising and Linear Television audience measurement. Terry S. Bienstock is currently CEO of World Extend: 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. Jen Soch, Vice President, Associate Director of Advanced TV, MediaVest USA: In her current role as Vice President, Director of Advanced TV, MediaVest USA, Jen Soch is responsible for the Emerging Media practice for MediaVest clients. Jen works closely with her clients to navigate the complex world of Advanced TV platforms including video-on-demand, digital video recording, interactive program guides, navigation, addressable advertising and interactive/enhanced television. Jen’s early recognition of the growing role emerging media plays in the overall marketing mix has earned her applause from her clients and colleagues as well as formal recognition from leading industry bodies. Recently, her work on a multi-media initiative with Kraft, A&E and People Magazine was recognized with three different awards, The Creative Media Award in Interactive/Enhanced Television (sponsored by Media Magazine), the MIXX Bronze Award in Interactive Television (sponsored by the Interactive Advertising Bureau) and Runner-up in the OnDemandies (sponsored by Digital Hollywood); all annual awards recognizing creativity and effectiveness of Advanced TV programs. Jen is well-equipped to take on her current role. Armed with over ten years of experience in traditional and emerging media (including roles in international media planning), she has worked on a broad spectrum of high-profile accounts including Dell Computers, Intel, Compaq Computers, Iridium, Goldman Sachs and UPS. She has also served as the Director of Advertising for EarthLink. Jen is an active member of the AAAA Digital Video Innovation Committee and an ID!A Steering Committee Member. She holds a B.S. from Lehigh University, an M.B.A. from Fordham University Graduate School of Business, and is a member of Beta Gamma Sigma, the MBA honor society. Michael Kurtzman, Managing Director, Sybase 365: Michael Kurtzman has spent the past decade driving strategy at the leading edge of wireless entertainment, advertising, and applications. As Managing Director for Sybase 365, Kurtzman drives the planning and execution that provides clients with a comprehensive mobile offering including advertising, messaging, and marketing. His team manages relationships with global media and content firms, including online companies, entertainment and media firms, and branding and marketing agencies. Under Kurtzman’s direction, Sybase 365 has enabled hundreds of major brands and content owners to integrate compelling mobile advertising and marketing components into their overall mix, delivering measurable results. Prior to Sybase 365, Kurtzman was vice president of sales and marketing for Versaly, a leading mobile brand management company. Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), leads the world in the global delivery and settlement of mobile messaging interoperability, and the management and distribution of mobile content. Processing more than 8 billion messages per month, Sybase 365 reaches more than 700 mobile operators around the world.