News

CTAM Sunny on NOLA Summit

9/27/2010 12:31 AM Eastern

In just over three weeks, the Cable & Telecommunications
Association
for Marketing will host its 2010
Summit in New Orleans, and cable’s marketing organization
says the event is pacing toward reaching its attendance target
of 1,900.

“We’re on track,” CTAM president and CEO Char Beales said
during a Sept. 23 phone conference with the event co-chairs,
Jon Hargis, executive vice president of marketing and advertising
for Cablevision Systems,
and Janet Rolle,
executive vice president
and chief marketing officer at BET Networks, and
reporters. The Summit is
scheduled for Oct. 18-20
at the New Orleans Riverside
Hotel.

Beales was encouraged
by the performance
of events at the industry’s
recent Diversity
Week, where the NAMIC
Conference attracted
some 560 attendees and
WICT Leadership Conference
scored a 25% attendance
advance from
the previous year. “We’re
optimistic about making
our goal,” she said, before cautioning that the “economy is
tough.”

Last year, the CTAM Summit drew 1,983 attendees to Denver,
where the industry gathered for Cable Connection–Fall. This
time around, the CTAM Summit is being flanked in NOLA by the
SCTE Cable-Tec Expo at the Ernest N. Morial Convention Center
Oct. 20-22 and the WICT Tech It Out Breakfast. Beales said each
conference has its “own audience with little crossover.”

Some 40 companies have sponsoring ties to the summit, including
seven newcomers: Universal Sports, Canoe Ventures,
Jungo, ChoiceStream, WE TV, thePlatform and BBC World
News.

Beales said the composition of the audience for the summit,
which will move to New York next year, Orlando, Fla., in 2012,
and then back to the Big Apple, has changed over the years, in
lockstep with the industry’s evolution. CTAM’s top event, in addition
to its core marketing contingent, now attracts more development
executives, as well as those engaged in digital media
management on the network side.

There are also a lot more senior-level folks in attendance, a
function of the economy. “We’re getting a lot of executives at
the vice president level and higher,” Beales said. “There are fewer
mid-level executives, who are not getting as many opportunities
to travel.”

Hargis, who has been to the last nine CTAM summits and
spent the past two on the event’s planning committee, said sessions
on interactive TV would be compelling. During “ITV Idol:
Ground Breaking Applications,” attendees will learn how ITV
can impact business, generate revenue and engender retention
and customer loyalty. They will also get to vote on their favorite
application, crowning the winners with the inaugural CTAM
Summit Get Interactive awards. “It’s an interactive session on interactive
TV,” said Hargis.

He’s also enthused about direct-marketing sessions. “Direct
marketing has always been a key component for MSOs. It can
be tracked for ROI and we can assess the metrics well,” he said.
“But direct marketing is changing and there are new applications
through mobile and social media that can be used as fresh
tactics.”

September