Tuesday, March 6 10:45 AM - Noon Session E: Enhanced TV/Interactive 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, 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. Kirt Gunn, Vice President, Chief Marketing Officer, Cylo Andy Beers, Group Business Development Manager, Microsoft TV Platforms Group Mark Margaretten, Director of Business Development, Intellocity Peter Clemente, CEO, Oddcast Todd Tarpley, Vice President, A&E Television Network Interactive Scott Newnam, CEO, GoldPocket Interactive Mellie Price, Vice President, Sapient Corporation, Moderator Mellie Price, as a Vice President at Sapient, is a thought leader in developing business strategies within Sapient's Media, Entertainment and Communications Business Unit. Price is also a frequent guest speaker at conferences, recognized as an industry expert on broadband, streaming media, rich media, interactive TV and digital production in both the TV and internet fields. Price came to Sapient through the company's October 2000 acquisition of Human Code, a leading developer of rich media and broadband applications for entertainment and e-learning companies. She provided leadership for Human Code as Vice President of Strategic Partnerships. Price focused on "real-time" research-and-development efforts, and partnership buiding for emerging technologies and opportunities in the broadband and rich media space. She also co-founded Human Codes' New Business Ventures group. Before moving to strategy arm of Human Code, Price with Vice President of Human Code's business solutions business, responsible for setting the group's vision and strategic direction. She had moved to this position after directing the company's Internet Development Group, where she oversaw the business strategy, creative, and technical aspects of sales, marketing, client management, and delivery. Prior to joining Human Code in 1998, Mellie founded Monsterbit Media, an Internet entertainment company whose Web development group was acquired by Human Code in 1998. Monsterbit served the entertainment industry and emerging broadband communications market by producing hundreds of Web sites and net broadcasts for clients such as Time Warner, Sony Warner Brothers, Capitol Records and Granite Broadcast Corporation. Price holds a bachelor's degree from the University of Texas at Austin. Prior to joining Human Code in 1998, Mellie founded Monsterbit Media, an Internet entertainment company whose Web development group was acquired by Human Code in 1998. Monsterbit served the entertainment industry and emerging broadband communications market by producing hundreds of Web sites and net broadcasts for clients such as Time Warner, Sony Warner Brothers, Capitol Records and Granite Broadcast Corporation. Price holds a bachelor's degree from the University of Texas at Austin. Kirt Gunn, Vice President, Chief Marketing Officer, Cylo: Kirt Gunn comes from a long and varied background, successfully combining art and commerce in numerous ventures that range from television to advertising to theatre. Gunn joined cylo in September 1999 to develop and implement a marketing plan for the new media venture. Gunn has been instrumental in defining the company’s vision for the future and has played an active role in developing strategic marketing relationships with Mixed Signals, Interactual, PC Friendly, Wink, and MicrosoftTV. In 1998 Gunn co-founded Wall to Wall Films, where he served as Executive Producer on commercials for Clorox, Dymo, Balance Bar, Brinks Home Security, and Braun. Gunn began his career in television production in 1996 at Piper Productions, managing East Coast representation for Jonathan Darby, Iain Mackenzie, and academy Award winner Hugh Hudson. During his tenure at Piper, Gunn landed work from Playskool, Kool-Aid, Johnson and Johnson, Sears and Kraft. Previously, Gunn worked in both the marketing and creative divisions of Memphis based CMC, a direct-marketing firm that developed strategies and implementation for the catalog industry. At CMC, he developed marketing plans for Federal Express, MCI, LL Bean, Lillian Vernon, and Land’s End. Starting his career in the theater, Gunn worked at the prestigious Williamstown Theatre Festival, and The La Jolla Playhouse. He has worked and studied under Austin Pendleton, Des Mac Anuff, Athol Fugard, and Maurice Daniels of The Royal Shakespeare Company. In 1993, Gunn founded The River City Shakespeare Festival, an organization that was recognized as one of the cultural staples of the region. As Artistic Director and Executive Producer, he oversaw fourteen successful productions including Othello, Twelfth Night, The tempest, A Midsummer Night’s Dream, Henry V, and Tennessee Williams’ Rose Tattoo, which swept eight of nine professional awards for that year. Gunn’s production of Measure for Measure was commended by noted author and historian Shelby Foote as, "The best theatre in my forty years in Memphis" in a letter to the Memphis Arts Council. The Festival was a regular recipient of local, state, and corporate grants over its four- year history. Gunn is also a playwright. His plays have been produced around the country and abroad. His play, The American, recently hosted the international stage at the 1999 W.U.T. Festival in Vienna, Austria. Gunn is a graduate of the University of Tennessee with a B.A. in Theatre and English. He is also a harmonica player and has shared the stage with B.B. King, Buddy Guy, Jeff Healy, Albert Collins and the late Albert King. Mark Margaretten, Director of Business Development, Intellocity: Mark comes to Intellocity with over 20 years of Computer and Video experience. As the creator of the Broadband Telephony Buyer's Guide, an early B2B website, chronicled in Chuck Martin's best-selling book, The Digital Estate, Mark's impact on the B2B web space was crucial to it's early success and responsible for the site's eventual sale to PennWell publishing, publisher of over 50 trade magazines and owner of more than 25 international tradeshows. Formerly the CTO of Pennwell Media Online, Mark conceived, developed, migrated, launched, and maintained 21 magazine websites totaling several million monthly user sessions. Prior to PennWell, Mark spent several years in both the Professional Video and Computer / Video industries, doing groundbreaking media work for IBM, Apple, PIXAR, Sony, Allied Signal, Julian Systems, Seehorn Editing Systems, Digital F/X, Avid Technologies, Master Digital, and Scitex. As a former video producer and web pioneer, Mark's work has been written about in dozens of magazines and newspapers, and on TV. Mark is also a former winner of the AECT International Film Festival, an international competition with hundreds of entries from more than 400 countries. Todd Tarpley, Vice President, A&E Networks, manages the company's four major websites: A&E Online (www.AandE. com), The History Channel Online (www.HistoryChannel.com), Biography Online (www. Biography.com) and History Channel Traveler Online (www.HistoryTravel.com). In addition, he oversees The History Channel's site on AOL (keyword "History Channel"). Mr. Tarpley is also responsible for the company's new online initiatives. Mr. Tarpley is based in New York. Since October of 1995, he had served as Manager of New Media. Mr. Tarpley joined A&E in 1993 as a consultant for The History Channel, and then became Manager, Research and Planning for The History Channel later that year. Prior to joining A&E, Mr. Tarpley was a production assistant on projects for Lifetime, ABC, NBC and HBO. 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 large-scale interactive television events for HBO’s new sports magazine show On the Record with Bob Costas and TBS’ 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 and 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. Peter Clemente currently serves as Chief Executive Officer of Oddcast, Inc. (www.oddcast.com), the leader in providing interactive media solutions to media and entertainment companies, portals, community sites and other consumer-oriented businesses online. Oddcast’s revolutionary software applications harness the power of networked media for entertainment, business, educational, ecommerce and communication purposes, advancing The Digital Lifestyle. Peter has more than 15 years of experience in the field of strategic consulting and consumer-oriented market research beginning with his pioneering use of the Internet and online information services in the late 1970s. His professional experience includes more than 10 years as a new media strategist with a focus on consumer online behaviors, interactive entertainment, and online marketing. Peter’s experience as an Internet evangelist culminated in his authorship of the book, State of the Net: The New Frontier, published by McGraw-Hill in 1998. The book has been credited with helping to launch a number of high profile Internet start-ups, including firms founded by former executives at Microsoft, Intel, and Xerox PARC. Peter is also a contributing author in the book, Marketing on the Internet (J. Strauss and R. Strauss, Prentice Hall 1999) and E-Marketing (J. Strauss and R. Frost, Prentice Hall 2000). Over the past decade Peter has provided strategic consulting services to a broad range of blue-chip clients, including: AT&T, Sony, Disney, Warner Bros., Turner Broadcasting, Microsoft, American Express, Visa, Fox, Chancellor Media, Discovery Channel and Proctor & Gamble, and Web-based firms including Amazon.com, CDnow, Netscape, Shockwave and Atom Films. His notoriety in the entertainment industry has earned him keynote and featured speaker roles at major industry conferences such as @dTech, Internet World, the National Association of Broadcasters Conference, Consumer Electronics Show, Herring on Hollywood, Digital Hollywood, and the Interactive Music Expo. His international exposure includes speaking engagements at Internet World Tokyo, the International Music Conference in Oslo, and the International Multimedia Forum in Geneva. Peter has appeared on TV programs such as CBS MarketWatch, ZDTV, and the McNeil Lehrer Report, and dozens of radio programs such as NPR, C/Net, CBS News, and others. He is frequently quoted in a variety of trade and mass market publications including the New York Times, Red Herring, The Wall Street Journal, BusinessWeek, USA Today, Variety, Industry Standard, Brill’s Content, Advertising Age, Entertainment Weekly, the San Jose Mercury News, and was named one of the "Top 10 Pioneers in Digital Entertainment" by the San Diego Union-Tribune. Recently, he was profiled in Adweek magazine where he was named one of the leading visionaries in online marketing. Prior to his current role at Oddcast, Peter served as Vice President of Cyber Dialogue, an eCRM (customer relationship management) company, where he founded and directed the company’s Media and Entertainment practice. Peter also served as President and co-founder of TARGA Information Services, a boutique market research firm, Director of the Emerging Technologies Research Group at FIND/svp, and Director of Information Services at IDC/LINK. Peter is a graduate of Fordham University in New York, where he received a BA in Political Science and Philosophy in 1981.