CTAM Live: Getting On Track


CTAM wants Summit conference-goers to get on track.

The cable industry’s marketing organization, looking to provide actionable ideas that attendees can implement for their companies, has divided topical sessions into five tracks.

Via workshops on Sunday Nov. 9 and breakout sessions on Nov. 10 and 11, CTAM has organized discussion groups along the lines of MSO Marketing, Network Marketing and Digital Media.

CTAM, for the first time, is also presenting MSO Product Development and Business Services tracks.

 (For more CTAM Summit '08 coverage, click here.)

Attendees on the MSO Marketing track can discover new tactics to increase growth and differentiate their products against competitors. The first course takes place Nov. 9 at 1:15 p.m. in room 208 of the Hynes Convention Center. “Marketing to Boomers in a Multiplatform Media World” will tackle the conventional wisdom about America’s largest demographic group and how to engage them within a splintering media universe.

Emilio Pardo, executive vice president and chief brand officer of the AARP, and Dr. Alexis Abramson, vice president of research for Retirement Living Television, will discuss how marketers are adjusting their practices to stay relevant against the changing needs and consumption habits of this massive group.

Click here for the complete MSO Marketing track listings.

Those geared up for the MSO Product Development track, which is designed to examine advanced tech products and attendant plans that can stimulate consumer engagement and loyalty, can begin their journey on Nov. 9 at 1:15 p.m. in room 207 with “Making Geek Speak Consumer Relevant.”

This workshop will focus on game-changing technologies like DOCSIS 3.0, switched digital video and WiMax that will afford cable operators’ new competitive advantages to offer customers robust services and applications. 

With the help of Leslie Ellis, CTAM senior technology advisor and Multichannel News technology analyst as moderator, and Time Warner Cable senior director of corporate strategy Adam Moyer and Yvette Kanouff, senior vice president and chief strategy officer Seachange International, Inc., session-attendees will learn how to translate the "techno-jargon" into language the consumer can understand.

Click here for the complete MSO Product Development track listings.

This track aims to help conference-goers spot trends and, then by adding doses of innovation and creativity, develop success from screen-to-screen.

Attendees are encouraged to participate in a spirited session at 1:15 p.m. on Nov 9 in room 206 that combines “speed-dating” with “facilitated roundtables.” Over the course of more than two hours (an ice cream break offers a chance to cool off), there will be a series of 12-minute, small-group discussions, led by thought leaders checking for viewer engagements from four standpoints: media sales, creative, media buying and client needs.

John Zamoiski, co-CEO of NMA Entertainment & Marketing will serve as media sales facilitator, while Craig Woerz, managing partner, Media Storm LLC, works the media buying side of the room.

A trio of executive -- Matt Cutler, vice president marketing and analytics, Visible Measures; Brad Dancer, senior vice president of research and digital media for National Geographic Channel; and Carl Marci, M.D., co-founder, CEO and chief science officer of Innerscope Research -- will be on the case for client needs/research.  

CTAM also has enlisted the help of Linda Button, executive creative director of Tooth + Nail and Michael Middeleer, creative director at Viewpoint Creative.

Click here for the complete Network Marketing track listings.

In this track, CTAM wants to give attendees a chance to explore broadband, mobile video and social media as growth engines. The first workshop, at 1:15 p.m. on Nov. 9 in room 202, is called “Managing Digital Rights -- The Link to Marketing Strategy & Operations.”

Here, participants will obtain time-saving insights about how digital-content rights are negotiated across a range of programmer and operator functions. This migration will be assessed from strategy, business development, marketing, finance and legal perspectives.

Howard Homonoff, director, entertainment, media and communications advisory, at PriceWaterhouseCoopers, will moderate a panel featuring Clara Kim, executive vice president, business affairs at Discovery Communications; R.B. Leach, vice president programming and original content at Charter Communications; and Elana Sofko, director of global media partnerships at Nokia.

Click here for the complete Network Marketing track listings.

Cable operators are increasingly capitalizing on opportunities to service small- and medium-sized business customers as means to generate incremental revenues and profits. This track, starting at 11:45 on Nov. 10 in room 306, will go inside this burgeoning sector, beginning with the presentation of CTAM’s Business Services Award-Winning Case Studies.

B&C-Multichannel News publisher Larry Dunn and Tom Dunleavy, senior director, marketing broadband solutions group at Motorola Inc., will preside over the proceedings in which the winners of the hotly contested case-study competition will be unveiled. The entries, from innovative B2B marketing teams across the industry, will reveal results-driven formulas for building commercial services business in this competitive environment.  

Click here for the complete Business Services track listings.