10:00 AM - 11:00 AM
DH9: Session A:
Enhanced TV and E-Commerce - Monetizing the Interactive Experience
As Interactive TV experiments grow and as Net delivered companion programming of TV shows becomes more widespread, the trial and error process of discovering how to monetize this experience is making one thing clear, that Enhanced TV, as a connected two-way conversation with its viewership, is an ideal business model for the future. ETV is going to redefine the direct market industry although how it gets there is still to be determined. In this workshop, the leading companies with hands-on experience in Interactive TV programming will discuss their experiences and take a look into the future.
Bruce Crowley, President, HyperTV Networks (Division of ACTV)
Andy Beers, Group Business Development Manager, Microsoft TV Platforms Marketing
Ken M. Papagan, Sr. VP., Broadband and Enhanced Television, iXL
Patrick McDarrah, Vice President Business Development, Gotham Broadband
James Brown, Sr. Vice President of Strategic Development, OpenTV
Todd Lash, Senior Vice President, RespondTV
Mark McNeely, founder and Advisory Committee Chairman, Qpass, Moderator
Ken Papagan, Senior Vice President of Broadband and Enhanced Television for iXL,
Mark McNeely, Founder & Chairman of Advisory Committee, Qpass: Mark is
the former chairman of Cole & Weber, a subsidiary of Ogilvy & Mather Worldwide. An expert in product positioning and new product launches, Mark helped craft the repositioning of AT&T, the launch of the Ford Taurus, the introduction of Seagram's Wine Cooler, and the introduction of Boeing's 777. He was the head of Strategic Planning for Ogilvy & Mather, and a member of Ogilvy's New York Board of Directors. Mark is also a founder of Laptop Lane, Ltd, Mark holds a BA (USC) and MBA (Harvard).Bruce Crowley, President, HyperTV Networks (Division of ACTV): Bruce is the Vice Chairman for ACTV, as well as the President of the company’s wholly owned subsidiary, HyperTV Netw
orks Inc. Since his arrival at the company in 1993, Mr. Crowley has been influential in pioneering the development of leading-edge technologies for the enhancement of media. Since 1995, as President of HyperTV Networks, Inc., he has been instrumental in the development and deployment of a leading software solution for the convergence of audio, video and Internet. Through his guidance and forward thinking, HyperTV created and designed the concept of marrying television, radio, and other forms of audio-visual programming with the Internet, and has become the most experienced company in the field. Bruce was a key catalyst in creating the joint venture with the Liberty Livewire Corp., HyperTV and Livewire. ACTV, under his leadership, extended its capability in enhanced TV with the acquisition of Bottle Rocket, a pre-eminent supplier and developer of multi-player on-line games. As the Vice Chairman of ACTV, Inc., Crowley provides key strategic guidance to other companies in the corporation that include SpotOn and One To One TV. He also serves as a member of the Board of Directors for ACTV, Inc. Bruce holds a B.A. in English from Colgate University (1979) and an MBA in Finance and Marketing from Columbia University Graduate School of Business (1984).Andy Beers, Group Business Development Manager, Microsoft TV Platforms Marketing: Andy is working with broadcasters and cable programmers to understand the new revenue opportunities available with enhanced TV, and adopt new technologies for interactive television production. As television converts to digital transmission, Microsoft is developing tools and technologies that will enable television producers to create interactive content. Until March 1998, Andy was Executive Producer of MSNBC on the Internet, where he was responsible for the international and national news content on MSNBC’s World Wide Web site. MSNBC is a joint venture between Microsoft & NBC. Previously, he was the News Director of MSN News, which was the interactive, multimedia news service of The Microsoft Network prior to MSNBC. Before coming to Microsoft, Andy spent 20 years in television news, most recently as the News Director at KING-TV the NBC affiliate in Seattle, WA. He’s been a photographer, producer, Washington DC bureau chief, and has worked in a number of newsroom management positions. He is on the advisory boards of several universities, advising faculty on the development of new media journalism curricula.
Patrick McDarrah, Vice President Business Development, Gotham Broadband: Patrick leads Gotham Broadband’s Business Development group, which encompasses sales, account management, alliance and marketing communications. Building marketplace awareness of Gotham’s pioneering broadband services is paramount to Patrick’s responsibilities. From industry leaders to dotcom start-ups, he shepherds media and technology companies into broadband space. Driven by his core philosophy of establishing strong, long-term business relationships, Patrick can count DirecPC, Road Runner, Sprint and IFC amongst his successes. Patrick’s extensive sales and marketing experience in entertainment media are well-suited to his role as broadband evangelist. Before joining Gotham Broadband, he had a successful 12-year career in film and television. He was a founding executive of Good Machine International (GMI), a leading international sales and distribution company for feature films. During his tenure at GMI, Patrick was responsible for international sales and distribution efforts. Prior to that, he spent 3 years with Miramax Films, where he rose to the position of Director of Miramax International. Additionally, he founded a film production, distribution and new media company, and produced feature films, including Goodbye Lover (Warner Bros.) Patrick is a frequent speaker and panelist at industry events. Appearances in 2000 have included leading a CTAM Master Course on broadband advertising and appearing on an interactive television panel at eTV World.
Nizar Allibhoy, Sr. Vice President, Technology Strategy, RespondTV: Nizar is responsible for leading the company’s strategic direction with technology and network operator partnerships. Prior to the RespondTV acquisition of the company, he served as fonder, CEO/CTO of AccerlateTV. Before he founded AccerlateTV, Nizar was Director of Strategic Projects and Technology at Intertainer, a broadband entertainment network. While at Intertainer, he was responsible for providing the strategic and technical direction for the company’s products and services. He has also worked on a number of high profile technology projects for Time Warner, such as; the design and deployment of ITV e-commerce and entertainment applications for the Time Warner Cable Full Service Network, the systems architecture design for Warner Bros. Online, and design and implementation of the Movie Marketing System for Warner Bros. Studios. Nizar holds a B.S. in Computer Science from Cal. State University Northridge.
James Brown, Sr. Vice President of Strategic Development, OpenTV: James joined OpenTV as general counsel and senior vice president, strategic development in July 1999. Prior to joining OpenTV, James had been a partner in the law firm of McDermott Will & Emery and in the law firm of Pillsbury Madison & Sutro. James' practice focused on transactions involving emerging growth companies, primarily in the cable television, telecommunications, software and digital technology areas, and encompassed corporate finance, mergers and acquisitions, strategic investments, joint ventures and software licensing matters. James graduated magna cum laude from BYU Law School, where he served as Executive Editor of the BYU Law Review. James is the author of a number of books and articles. James is also a Certified Public Accountant.
Todd Lash, Senior Vice President, Product Strategy RespondTV: As Senior Vice President of Product Strategy, Mr. Lash is responsible for overseeing the growth and development of products and integration schedules. Prior to joining RespondTV, Mr. Lash was instrumental in having developed early Internet e-commerce and advertising programs, including placing the first ad banner on a web page, at online companies such as AOL, O'Reilly and Associates' Global Network Navigator, and goodcompany.com. Mr. Lash has formidable experience in the realm of Internet advertising and e-commerce products. As Vice President of Product Marketing at goodcompany.com, Mr. Lash designed and developed a next-generation fee subscription Internet service. Before that, Mr. Lash was Director of Product Marketing at AOL, where he was responsible for design and rollout of the fourth largest national ISP and ecommerce platform. In addition, he played a major role in the development of AOL's consumer Internet strategy. Prior to his involvement with AOL, Mr. Lash was an early employee managing client services for the first commercial Internet portal service, Global Network Navigator (GNN) owned and operated by O'Reilly and Associates.