Wednesday, September 27 2:15 PM - 3:30 PM Session A: Evaluating the Enhanced TV Experience - Balancing Net Content, User Involvement vs. the Integrity of the TV Show The combination of TV and the Net, more than anything else, is about brand building - brand building from scratch or in the case of ETV, extending an already existing powerful public profile. It is the responsibility of the ETV team to not only satisfy the current fan base of the TV show by offering up what they might already expect to find on a companion ETV product, but to also find ways of introducing new ideas and extending the TV show, bringing new experiences to light - in other words, experimenting in a new medium. In this session, we will hear the experts discuss how to maintain the integrity of the original program while at the same time balance it with the value added by the new technologies. David Jensen, Vice President, Convergent Media-Interactive Television and Broadband, Razorfish Greg Pulier, CTO, Interactive Video Technologies (IVT) Mark Mullen, Senior Director, WebTV Studio Steven Hoffman, CEO & Chairman, Spiderdance Kevin Furuichi, Director of Production, OpenTV Marty Behrens, VP of Content Programming, DIGEO Tracey Trottenberg, Vice President, Marketing, Snap Media Corp., Moderator David Jensen, Vice President, Convergent Media-Interactive Television and Broadband, Razorfish: As Vice President, Convergent Media-Interactive Television and Broadband at Razorfish, David Jensen manages client relationships while leading the strategic development of solutions in the broadband, convergent media and interactive television arenas for Razorfish. Clients include Broadband Interactive Group, E! Entertainment, and PBS among others. Previously as Client Partner at Razorfish, Jensen built teams that delivered strategy and interactive media solutions for Fortune 500 companies including Hewlett Packard and PACCAR while working with start-ups One Main and Ytrybe. Prior to joining Razorfish in June of 1999, Jensen spent six years at the Getty Trust, the world's largest operating foundation, researching and creating interactive media products. Mark Mullen, Senior Director, WebTV Studio, WebTV Networks: As Senior Director Mark Mullen is responsible for leading the WebTV Studio team in the development and design of content and programming that is delivered to the living room through a variety of satellite and set top products. He brings many years’ experience, both as a media director for Nike and in special effects production with George Lucas, to provide a robust user experience for Web TV’s one million plus subscribers. Prior to joining WebTV Mark was the Executive Producer and Broadcast Creative Director at Kirshenbaum, Bond & Partners West, an innovative ad shop. Previously, he was Global Director of Media at Nike where his responsibilities included extending the Nike brand through innovative deployment of media, while simultaneously defining the new concept of "entertainment retail." Mark’s extensive background in new media includes creation of content and imagery for award-winning interactive entertainment at Rocket Science Games, and working with George Lucas' special effects group, Industrial Light + Magic, to help define digital production techniques. Mark received his Bachelor’s degree in Film/Photography from Hampshire College. Recent speaking experiences include: Digital Hollywood; Electronic Entertainment Expo; Banff Institute; Interactive Storytelling; School of Visual Arts, NYC; Pratt Institute; and Hampshire College. Tracey Trottenberg, Vice President, Marketing, Snap Media Corp: A seasoned and integrated marketer, Tracey Trottenberg brings years of traditional and interactive marketing and advertising experience to Snap Media. Tracey leads all marketing and communications initiatives for the company, ensuring that everyone, everywhere, knows about Snap Media. Prior to joining Snap Media, Tracey was President of Joe Public Interactive Communications Inc., providing interactive strategy and marketing for Canadian and US clients in entertainment production and broadcast, music retailing, and the financial and technology sectors. Tracey has an extensive marketing and advertising background -- previously responsible for company-wide Internet strategy and online marketing for Sprint Canada (including her multiple award-winning ad campaigns), and with top agencies Leo Burnett, BBDO and Marlowe Communications. A Film and Communications Graduate from McGill University, Tracey is highly involved in the Internet community throughout North America, a frequent speaker at leading international events (Internet World LA and NY, Digital Hollywood, among others) and a contributing writer for Marketing Magazine. Tracey is an Executive Board Member of AIMS Canada (Association of Internet Marketing and Sales) Steven Hoffman is the CEO & Chairman of Spiderdance, Inc. which provides industry-leading convergence content services to television broadcasters and advertisers. Spiderdance's partnerships include convergence programming for Viacom / MTV, A&E / The History Channel and Sony / Game Show Network. He comes to Spiderdance with an extensive background in both television and Internet development. Prior to founding Spiderdance, he consulted for R/GA Interactive in the design & development of projects for Kodak, Disney, Intel, AdAge, and Children’s Television Workshop. From 1994-98, Hoffman owned and operated LavaMind, a software development company that produced CD-ROM entertainment titles and award winning web sites. LavaMind’s products were distributed world-wide and featured in the NY Times, Business Week, Entertainment Weekly, CBS, PBS, CNBC, Discovery Channel and NHK. From 1992-93, Hoffman worked for Sega at the Tokyo headquarters, generating new concepts and strategies for network and Internet gaming, cartridge based entertainment, simulation rides and high tech theme parks. Prior to that, Hoffman was the Manager of Development at Fries Entertainment, where he developed TV series, MOWs, feature films and miniseries for the major TV networks. Marty Behrens, Vice President, Content Programming, DIGEO BROADBAND INC.: Marty Behrens joined DIGEO BROADBAND INC. as vice president of Content Programming in February 2000 and is now part of the team that is building the next generation of broadband content offerings for interactive television and personal computers. Since 1986, he has been developing his expertise in telecommunications, entertainment and computing so that he may help to invent these new experiences for consumers. After completing a physics degree, he had a successful career as a Sr. Design Engineer and Technical Manager and he eventually went on to serve as the Director of Marketing for Mitel Inc. (then a division of British Telecom). With the realization that broadband telecommunications was on the horizon, he turned his focus to the entertainment business and became the General Manager of a start-up television company in the United Kingdom, Workhouse Productions, which is thriving today. In order to deepen his understanding of new media, he completed an M.F.A. in Film and Television at UCLA and began working for Sony on the motion picture lot in Los Angeles. After four years of working on new media projects such as CD-ROMs, Sony Station (Internet), Interactive Movies and IMAX films, Microsoft asked him to lead the production and launch of six international versions of the Microsoft Network (MSN). Once he successfully completed that project, he was asked to lead a Microsoft team that tried to provide next-generation broadband services over television and personal computers to every household in the island nation of Singapore. Fortunately, that effort was an excellent training ground for everything that DIGEO is now building in the United States.