Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2010 Bloomberg BusinessWeek Thursday, March 11 The Future of Advertising Track 10:45 AM - Noon Session A: 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 2010 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Scott Brown, SVP Media Strategy & Digital Platforms, The Nielsen Company Warren Schlichting, SVP, Corporate Development Canoe Ventures Martin J. Yudkovitz, Senior Vice President, Corporate Strategy and Business Development, The Walt Disney Company Tara Maitra, VP & GM of Content Services & Ad Sales, TiVo Inc. Barry Frey, Executive Vice President, Advanced Platform Sales, Cablevision Systems Corp. (CVC), Scott Rosenberg, VP of Advanced Advertising, Rovi Corporation Craig Woerz, Managing Partner, Media Storm L.L.C. Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator Warren Schlichting, Senior Vice President, New Business Development, Comcast Spotlight: Warren 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. Tara Maitra, VP & GM of Content Services & Ad Sales, TiVo Inc.: In this role, Maitra is responsible for cultivating relationships with content companies and unique content offerings for delivery via broadband. Previously, Maitra served as Senior Director of content development at Comcast, where she was responsible for day-to-day operations of Select on Demand, a collection of new niche non-linear networks delivered via video on-demand and broadband. Maitra helped to create new channels through partnerships, acquisitions and original programming. Prior to Comcast, Maitra was Executive Vice President, General Manager of Primedia Digital Video, where she developed on-demand and broadband video businesses for Primedia's established print franchises. Her accomplishments include launching video services on Comcast and Real Networks. Ms. Maitra also held a series of editorial and management positions at NBC, including Vice President, General Manager of CNBC/Dow Jones Business Video, a joint venture of NBC, Microsoft and Dow Jones. There she led the development and managed one of the first profitable streaming video web sites to offer financial content thru both subscription and syndication models. A graduate of Washington and Lee University, located in Lexington, Virginia, Ms. Maitra holds a B.A. in Journalism and Psychology. Barry Frey, Executive Vice President, Advanced Platform Sales, Cablevision Systems Corp. (CVC): Barry Frey is an innovative and visionary media and marketing executive with a proven record of success. His primary role at Cablevision is running the Advanced Platform Group for the company’s RASCO (Rainbow Advertising Sales Corp.) division, which has created ground-breaking agreements with major blue chip marketers utilizing the cable system’s interactive television (ITV), video-on-demand (VOD), online and linear platforms in ways that have produced valuable and tangible benefits for the company’s customers and advertising clients. Cablevision and RASCO have been leading the way to provide marketers with unique and measurable cross-platform marketing packages that provide the highest levels of consumer engagement. Mr. Frey pioneered the concept of Cablevision’s “Power 30SM”, interactive 30-second commercials that take traditional advertising units to the next level by driving viewers to VOD channels entirely dedicated to a specific advertiser, providing marketers and agencies with addressable television advertising, promoting viewership of long-form content, enhancing lead generation via requests for information (RFI) and more. The company also offers a continually growing list of innovative communications tools and multi-Emmy Award-winning technologies. Cablevision Advanced Platforms has developed and implemented branded interactive VOD channels for a number of leading global brands including Disney Vacations, The U.S. Navy, FX Network, Mars, Inc., BMW, Unilever, and Sony Corporation. Featuring long- and short-form video, polling, photos and other information that engages, entertains and educates consumers; the VOD channels encourage viewers to learn more about how to incorporate these brands into their daily lives. The Advanced Platform Sales division utilizes Cablevision’s advanced two-way fiber-optic network’s ability to provide a robust interactive experience for both brands and consumers. Cablevision’s cable service with the nation’s highest digital penetration rate of over 91%, and having received an unprecedented four interactive Emmy Awards has long been recognized as an industry pioneer and leader in cable service innovation. Having previously served in senior sales and marketing positions with USA Networks, Crown Media and the National Basketball Association, Mr. Frey has successfully built, pioneered and overseen divisions connecting the advertising community with new and important media, entertainment and technology platforms on a domestic and international basis. At Crown Media, as senior vice president overseeing global sales for the Hallmark Channel, Mr. Frey managed the division that created and sold television’s first digital product placement agreements. Previously, as senior vice-president for the NBA, he oversaw the development of multi-million dollar, multi-platform advertiser partnerships with the nation’s leading marketers. Earlier in his career he was responsible for leading the international sales, new business development and interactive efforts at USA Networks (USA Network and Sci-Fi Channel), and serving on both domestic and global channel and Internet launch teams. Mr. Frey has served as a board member for the International Advertising Association and contributed to initiatives for Advanced Advertising within The Cable Advertising Bureau, CTAM On Demand and the cross MSO Consortium (which works closely with the AAAA in developing guidelines for VOD and ITV platforms). Mr. Frey often speaks on the future of media, advertising and television at conferences in the U.S. and in Europe. Craig Woerz, Co-founder and Managing Partner, Media Storm, Chief Interactive Officer, BOLT: Widely recognized as a media pioneer for nearly a decade, Craig Woerz, co-founder and managing partner of Media Storm (www.mediastorm.biz), has utilized a non-traditional approach to traditional media by incorporating such platforms as iTV, interactive out-of-home and mobile to significantly maximize the agency’s entertainment clients’ traditional media spends. Advertising Age has named Mr. Woerz a “Media Maven,” and specifically noted his innovation in interactive media. Among his agency’s recent work includes innovative campaigns with TiVo, Comcast, Cablevision, EnSequence and NAVIC on telescoping and triggers to different linear and non-linear ‘hubs’ in the television space. Mr. Woerz leads the charge with an average of 2+ iTV campaigns per week while concurrently compiling key data-point metrics that inform future efforts, optimize the target and make television media the most ‘actionable’ possible. His work with Cablevision on a dedicated branded VOD channel was an industry first and boasted record breaking views over the course of its multi-year term. Media Storm signed a ‘Partner’ deal to utilize DIRECTV for interactive TV and advanced advertising applications. This makes Media Storm one of the top 3 ad spenders with the digital satellite entertainment service provider and a very influential client of DIRECTV inside the entertainment space. Since leaving AOL Time Warner in 2001 and founding Media Storm with then co-worker Tim Williams, Mr. Woerz has seen their agency grow strategically and organically from just the two of them and a couple of accounts into a major strategic media player in the entertainment space. Today, the agency represents more Entertainment brands under one roof than any other Agency in America. With media and creative offices in Manhattan and South Norwalk, Conn., employs some 65-plus people and heralds many blue-chip brands such as HGTV, Food Network, The Weather Channel, FX Networks, SPEED, NFL Network, Fox Broadcasting, TruTV, Fox VOD, In Demand, WE tv, DIY Network, Fine Living TV Network and Magnolia Films. Scott L. Brown, Senior Vice President, Media Strategy & Digital Platforms,The Nielsen Company: 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 degree. Martin J. Yudkovitz, Senior Vice President, Corporate, Strategy and Business Development, The Walt Disney Company: Martin Yudkowvitz is Senior Vice President, Corporate Strategy and Business Development at The Walt Disney Company. Prior to joining Disney, Marty was President of Tivo, taking that company to it present position of industry innovation. Prior to Tivo, Marty was an executive vice president at NBC, where over the last 20 years he played leading roles in the development and launch of CNBC, NBC’s first entry into cable TV, MSNBC, NBC’s second cable TV venture, and MSNBC.com, the world’s leading Internet news site. During his tenure, Marty also founded NBC Digital Media, and both created and supervised NBC’s extensive relationship with Microsoft, which resulted in the successful and profitable joint ventures of MSNBC.com, NBC.com and NBCSports.com. Marty holds a Bachelor’s degree from Rutgers University and a JD from Columbia University School of Law. Scott Rosenberg, VP of Advanced Advertising, Rovi Corporation: Scott Rosenberg is VP of Advanced Advertising at Rovi Corporation. Scott oversees the Digital Entertainment Advertising group which includes interactive program guide (IPG) advertising sales and distribution. Rovi’s IPG advertising technology reaches 25 million homes in North American through affiliated cable and consumer electronics partners. Prior to Rovi Corporation, Scott was Director of Product at BlackArrow, a venture-backed startup supplying video ad management technologies. Previously, at DVR pioneer ReplayTV, Scott led the launch of the industry’s first DVR advertising. Scott has also held engineering and product management roles at Intel and Analog Devices, where he developed digital TV, set-top and mobile media products. Scott holds BS and MS degrees in Computer Science from Princeton and MIT, and an MBA from the Sloan School of Business at MIT. 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.