Thursday, October 4 1:00 PM - 2:15 PM Track C: Monetizing the Internet or ITV Community There are two goals in the strategic planning of your ITV or Net enterprise. The first is to define and reach your audience, creating traffic and the second is to maintain user interest, develop loyalty, and have them return regularly to your site. At the same time, to maintain the financial integrity of your enterprise, you must convert those users into paying customers. Most strategists believe that banner advertising alone is not a viable long term economic plan. Monetizing your community as an e-commerce enterprise is a necessary companion option. In this session we will explore various ideas in e-commerce applications as they apply to web entertainment users and communities. Ron Luniewski, Vice President and COO, Youbet.com Mark Weiss, co-founder & President, MusicVision Cathy Hetzel, Senior Vice President, Sales, Media & Entertainment Industry, Concero Patrick Sansonetti, co-founder & V.P. Business Operations, Rachis Corporation Daniel Stein, co-founder & Producer, Evolution Bureau Chantal Payette, founder and President, Whatever Media Inc. David Michail, Law Office of David F. Michail, Moderator Ron Luniewski, Vice President and COO of Youbet.com, Inc. (Nasdaq: UBET), the leading online live event and wagering company for the horse racing industry would be a great edition to the panels because of his current and past positions in the entertainment industry, providing him the ability to comment on a host of subjects. Ron has served as Executive Vice President and Chief Operating Officer of Youbet.com since February 1999. For more than eleven years before joining the company, from 1985 to 1996, Ron was with Electronic Data Systems (EDS) as Vice President of Marketing and Advertising. He has previously held positions as a systems engineer, as well as variety of positions in software development. Through its browser-based product, Youbet Express (formerly available only through CD installation), Youbet.com provides its network members with interactive, Internet-based access to horse racing events for viewing and wagering (where legal). Youbet.com provides live audio and online video, real-time information feeds and information products from more than 60 racetracks in the US, Canada and Australia. Additionally, using a private, closed-loop network, the site provides the ability to wager in the 39 states where legal, through a licensed wagering facility, currently Ladbroke Racing Pennsylvania, a subsidiary of the Magna Entertainment Corporation. Cathy Hetzel, Senior Vice President, Sales, Concero: Cathy Hetzel manages the development of service offers, alliances and business development targeted at entertainment, media, cable companies and application providers for Concero. She joined Concero in March 2000 from Digital Cable Radio Associates/Music Choice where she was a member of the senior management team and most recently held the position of Senior Vice President. Digital Cable Radio (DCR) is a partnership of General Instrument Corporation, Sony Music, Warner Music, EMI and five top cable operators; Adelphia, Comcast, Cox, Media One and Time Warner Cable. DCR, through its Music Choice service, is the leading music provider to residential and commercial cable network markets. While at Digital Cable Radio, Cathy was responsible for the management of the Operations and Engineering departments, in addition to leading the Sales, Marketing and Sponsorship Sales functions. Prior experience includes positions at The Disney Channel, a cable television video network wholly owned by the Walt Disney Company, and Rainbow Programming Services, a cable television distribution and marketing company wholly owned by Cablevision Systems Corporation. Cathy Hetzel participates in a number of industry organizations and institutions including the Cable Television Administrative and Marketing Society, the Women in Cable and Telecommunications industry group, and the National Cable Television Center and Museum. Patrick Sansonetti is the co-founder and vice president of business operations for Rachis Corporation where he is responsible for the company's sales and business development activities. Since its founding in 1997, he has been the driving force behind the growth of Rachis from a start-up to a profitable company. Sansonetti brings international sales, marketing and product development expertise to Rachis from SystemSoft Corporation, where he was director of sales. Sansonetti holds a bachelor's degree in mathematics and computer science from the College of the Holy Cross. David Michail, Law Office of David F. Michail: David Michael most recently was the Director of Legal Affairs for Rare Medium, Inc. and was in charge of all transactional legal work for Rare Medium’s Western United States offices, including its Web Services, Broadband, E-Commerce, Digital Media (ITV), and Wireless competencies. Mr. Michail`s areas of practice include Internet Law, Technology Licensing, Business transactions, E-Commerce, Digital Media and Corporate Law. Mr. Michail was with Rare Medium since 1999 and served as the lead attorney for Rare Medium’s incubator e-business solutions provider Rare CSP, Inc. Mr. Michail is licensed to practice law in the jurisdictions of California, Virginia, Colorado and the District of Columbia as well as licensed to appear before the United States Federal District Courts (Central California) and U.S. Federal Court of Appeals (4th Circuit). Mark Weiss, co-founder & President, MusicVision: Mark is a cofounder and has been the Chairman and CEO of MusicVision since April 1998. Mark has run sales and marketing programs for such popular online destinations as Jumbo.com and HappyPuppy.com. In the summer of 1997, Mark joined Interactive Imaginations, helping to revitalize the company's advertising sales efforts. Interactive Imaginations merged with the online departments of Cable Rep Firms Katz and Petry to become 24/7 Media. After the merger, Mark predicted that by aggregating Web sites within a specific category on the Internet, a network could deliver more accurate media recommendations and clearly defined demographic targeting. He also envisioned faster and steeper sales growth by becoming a specialist in one category, resulting in added value marketing services and higher quality customer service for members of the network, advertisers and ad agencies. His vision became MusicVision, which in just two years has become the largest advertising network focused exclusively on aggregating music-oriented Web sites on the Internet. Daniel Stein, co-founder & Producer, Evolution Bureau: Prior to founding Evolution Bureau, Daniel was at American Zoetrope where, as general manager, he led product and corporate development of a Web-based film studio for Francis Ford Coppola. A seven-year veteran of the interactive revolution, Daniel boasts a unique mix of online production, marketing and management skills. Daniel worked for Saatchi & Saatchi, where he held the positions of account manager, executive producer and technical director, developing multi-million dollar advertising, marketing and Web site campaigns for Hewlett-Packard, Procter & Gamble and CNET. Daniel later joined Anderson & Lembke Advertising (now McCann Erickson) as executive producer, managing interactive production for Microsoft, the Web's largest advertiser. At A&L Daniel built and managed a team of programmers, designers and architects and assisted in growing the Microsoft advertising business from annual spending of $200,000 to $30 million in just two years. Chantal Payette, founder and President, Whatever Media Inc., is a pioneer in the new media and Internet industry. Amassing an impressive portfolio of innovative new media projects, Payette has helped shape Canada’s digital landscape. Payette began her new media career at the University of Toronto in the Information Technology Services division in 1990, where she created and designed the CWIS (Campus-Wide Information System) Gopher system; pre-Web. While attending U of T, Payette spoke about the Internet at universities across North America, helped create the Toronto FREENET, and served as a member of the IRC (Information Resources Committee). In 1994, Payette went on to head up and program all Internet projects for Toronto television stations Citytv, MuchMusic and Bravo!, coordinating Internet portions for 'Intimate and Interactive' MuchMusic specials featuring Annie Lennox and the Crash Test Dummies. The following year, she joined the team at Leo Burnett Advertising and was instrumental in forming its Interactive department and creating award-winning "up-to-the-minute behind the scenes coverage" Web sites like the Toronto International Film Festival, Bell Canadian Open and Signature Vacations. A year later, Payette co-founded Crave Media Inc. and quickly developed one of the most enviable Web site portfolios in Canada with clients such as Bell Canada’s Canada411.com and CTV. Recently she just finished a stint as VP Interactive for Television at Alliance Atlantis Communications. There she worked to develop Internet strategies to support all facets of each project’s corporate objectives, online and offline. Her focus was on the digital component of television series, movies of the week, mini-series, film, fact-based production, kids, original content, distribution and M&L across all digital media. Adding to her diverse Internet skills, Payette has extensive experience both in front and behind the television camera. She appeared on the Discovery Channel’s @discovery.ca for two seasons where she regularly produced, wrote and hosted a new media segment called 'HyperTek' as well as ranted about technology on exn.tv. In addition, she has produced for shows such as CTV’s eNow, YTV’s Alpha2Omega and Splat! on Teletoon. Currently, Payette is developing a six-hour documentary series on the history of technology in stage performance and several other documentaries on a variety of topics from puppets to scuba diving. This background leverages her vision for the future in iTV and broadband; technologies that will change the way we interact with pop culture and entertainment. As President of Whatever Media, Payette is in high demand as a business development and convergence consultant. She regularly oversees large new media projects, corporate strategy development and the incubation of several dot com companies. One of Canada’s leading experts on converging technologies and the Internet economy: Payette regularly speaks, teaches, writes and advises about the industry. She has spoken at and chaired several Insight conferences for The Globe & Mail, the Toronto International Film Festival, Multimedia '97, New Media '99 and '00, Online to Profit, CDMA, Interactive '97, '98, Canadian Institute for Film and Television, Convergencetv.com and for Apple Canada. She has created and taught courses in Production, Interface Design, Web programming and the "business" of new media at the International Academy of Design in Toronto and Ryerson University in addition to contributing to Playback and Marketing Magazine. She is presently writing a book called "The Bigger Picture" on how to enter the digital media industry and opening a member’s only club called "The Salon" for the literary, arts, media and entertainment industry. Named one of Chatelaine’s "Digital Women of the Year" in 1997, Payette has appeared in FLARE Magazine, the Globe and Mail, Convergence Magazine, Emergit Magazine, Applied Arts, the National Post, the Ottawa Citizen, Canadian Business and Information Highways. She has also appeared on the Life Network, the Discovery Channel, CTV, CityPulse, Media Television, Movie Television & MuchMusic.