Monday, October 1 12:45 PM - 2:00 PM Session B: Enhanced TV/ITV 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, and it’s that ITV/Enhanced TV, as a connected two-way conversation with its viewership, is an ideal business model for the future. ITV/ETV is going to redefine the direct market industry although how it gets there is still to be determined. In this session, the leading companies with hands-on experience in Interactive TV programming will discuss their experiences and take a look into the future. Norman Guadagno, Vice President Marketing, Qpass Neil Braun, President, VastVideo Gene Feroglia, Chief Executive Officer, iSurfTV Roger Sant, Chief Strategy Officer, Carat Interactive Kirt Gunn, Vice President, Chief Marketing Officer, Cylo Channing Dawson, Senior Vice President, New Ventures, Scripps Networks Scott Newnam, President & co-Founder, GoldPocket Interactive, Moderator Gene Feroglia, Chief Executive Officer, iSurfTV: As a co-founder and senior executive, Mr. Feroglia has been instrumental in the formation and management of several startups. His expertise includes building strategic alliances, negotiating equity financing, mergers and acquisitions, and developing and implementing innovative sales and marketing strategies. Formerly President of HoTV (now Innovatv), a company providing technology for interactive video production; Executive Vice President, Corporate Development at CarSmart.com, where he negotiated the sale of CarSmart to industry leader Autobytel Inc.; Senior Vice President of Paragraph International (a 3-D tools company he helped to sell to SGI); and interim President of Worlds Inc., a pioneer in 3D interactive applications. Mr. Feroglia previously held various sales and marketing positions at IBM. Neil Braun, President, Media, Vast Video: With a wealth of management experience in the businesses of broadcast, cable, and moviemaking, Neil Braun serves our team as president, media. As such, Mr. Braun oversees the day-to-day operations of the company to assure company goals and industry demands are met. Prior to joining VastVideo, Mr.Braun served as president and chief executive officer of iCast Corporation,a CMGi company. Mr. Braun is a former president of NBC television and corporate officer of the General Electric Company. He has also served as chairman and chief executive officer of Viacom Entertainment and president and chief executive officer of Imagine Film Entertainment. Mr. Braun was the senior vice president of film programming and executive vice president of home video at Home Box Office, Inc. (HBO). While at HBO, Mr. Braun also headed the film financing and home-video activities and was part of the negotiating team for the licensing of pay television. Mr. Braun holds a JD from the University of Chicago and a BA from the University of Pennsylvania. He and his wife, Dr. Anne Flick, have two children and live in New York City. Norman Guadagno, Vice President of Marketing, Qpass: Norman Guadagno joined Qpass in January 2001 as Vice President of Marketing. Prior to joining Qpass, Guadagno served as VP of Worldwide Marketing for Primus Knowledge Solutions, a leading provider of software for the CRM marketplace. At Primus he held responsibility for corporate marketing, product marketing, and overall company branding. Guadagno was previously a founding member of the executive team at MyGeek.com, an Internet commerce company. He has also held senior marketing positions at Oracle Corporation, Portal Software, and Internet Profiles (now Engage I/PRO). Scott Newnam is President, co-founder, and Chairman of the Board of GoldPocket Interactive (GPi), the leading provider of interactive television infrastructure and software solutions. GPi is currently developing and hosting a large-scale interactive television event for TBS Superstation’s popular Dinner & a Movie property. Before founding GPi, Newnam was Treasurer at IAC, a publicly traded company based in southern California. Prior to serving as Treasurer, he was Director of Corporate Finance and Strategic Planning and was responsible for design and implementation of IAC’s information technology strategy. Newnam has also worked in the Corporate Finance Group at Merrill Lynch in New York, covering private equity and technology companies. Newnam has been on the board of several privately held companies; he has been featured in the Wall Street Journal, Variety, the Hollywood Reporter and has appeared on Good Morning America, CNN, CNNfn, MSNBC, and other technology news programs. Newnam holds an MBA from Harvard Business School and a BA in Economics from Davidson College. Kirt Gunn, Vice President, Chief Marketing Officer, Cylo: As president and co-founder of Cylo, Kirt has been instrumental in building a pioneering interactive advertising and marketing solutions company focused on iTV and other emerging platforms. Since 1999, Kirt has led the company in defining and executing on its vision and in developing key strategic relationships with cable and broadcast companies, ad agencies, advertisers, and interactive technology providers. Kirt recently led Cylo in establishing a comprehensive relationship with ad agency Messner Vetere Berger McNamee Schmetterer to provide interactive expertise and solutions to the agency and its extensive roster of clients, including Volvo, Intel, WorldCom, Schering-Plough and Nestle. Through this relationship, Cylo has played a central role in developing the first fully cross-platform advertising campaign—encompassing television, print, the Internet, interactive television, PDAs and web-enabled cellphones—for Volvo Cars of North America, one of Messner’s primary accounts. Kirt has nearly a decade of professional experience spanning advertising, marketing and film and television production. Prior to joining Cylo, he co-founded Wall to Wall Films, where he served as executive producer on commercials for Clorox, Dymo, Balance Bar, Brinks Home Security, and Braun. Kirt also worked in the marketing and creative divisions of CMC, a firm that develops strategies and solutions for the direct marketing and catalog industry. There, he developed marketing plans for Federal Express, MCI, LL Bean, Lillian Vernon, and Land’s End. Starting his career in theater, Kirt worked at the prestigious Williamstown Theatre Festival, and The La Jolla Playhouse. In 1993, he founded The River City Shakespeare Festival, an organization that was recognized as one of the cultural staples of Memphis, Tenn. region. Kirt is also an accomplished playwright in his own right. His plays have been produced around the country and abroad. Roger Sant, Chief Strategy Officer, Carat Interactive: As Chief Strategy Officer of Carat Interactive, Mr. Sant is responsible for helping client companies identify the strategies, tactics and resources needed to capitalize on the emerging interactive marketplace. In addition, Mr. Sant is responsible for overseeing Business Development, eCRM and Innovation. Mr. Sant began his career as a nuclear physicist at the United Kingdom's Ministry of Defense. He later became a Management Consultant working in the technology area before transitioning to a career in market research. He is an expert in consumer segmentation studies, customer loyalty programs and product positioning. Mr. Sant holds a joint Honors degree in Mathematics and Physics from the University of East Anglia where he received the physics prize for highest academic achievement. He also holds a Masters degree in management from the University of Warwick, UK. Channing Dawson is Senior Vice President of New Ventures for Scripps Networks. He is instrumental in Scripps Network's development of new media applications (including broadband, video-on-demand and interactive television), strategic partnerships and other ventures. Prior to this position, he was Vice President of New Media for Home & Garden Television (HGTV). In that position, he was responsible for developing and operating ancillary business and services tied to the network, as well as developing a line of online extensions of HGTV. Dawson has extensive experience in both the media business and the home category. Prior to joining HGTV, he served as director of Communications for The New York Times Company’s (now Gruner + Jahr’s) American HomeStyle Group, overseeing the marketing of American Homestyle magazine and its family of ancillary publications. He also served as editorial director for HOME Magazine, editor of The Practical Homeowner, and assistant editor of Sunset Magazine. He has also developed a half-dozen custom publications.