CTAM Summit 2009: Schedule

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2009 CTAM Summit Working Session Document

Sunday, October 25
11:00 AM -6:00 PM Registration

Sunday, October 25
2:30 p.m.-3:00 PM
Face Time Session:
Joan Gillman, EVP, President, TWC Media Sales, Time Warner Cable Media Sales

Sunday, October 25
3:00 - 4:00 PM
Room: Korbel 1ABC
Session Type: Breakout Session - Advanced Video Solutions

Advanced Video Solutions Case Study Presentations
Get inspired and influence your strategy for an upcoming multi-platform campaign as the winners present their results from successfully marketing the content or delivery of multi-platform programs or services On Demand, DVR, HDTV, tru2way.

Speakers:
1. Carol Hinnant, SVP, Business Development, AMI Division, Rentrak Corp. (award presenter)

Sunday, October 25
3:00 - 4:00 PM
Room: Korbel 1DEF
Session Type: Breakout Session - MSO Consumer Marketing

Scientific Approaches to Marketing - Turn Data into Dollars
Drive better decision-making and improve in-market performance. Today's competitive consumer marketplace challenges your ability to ensure customer engagement and loyalty. Balancing the right data-driven consumer insights with technology platforms that sort through the clutter deliver a winning, go-to-market solution with Customer Relationship Management. Build customer value and corporate reputations, and design a better mousetrap with proven techniques that break down "CRM" into key technology subsets - defining those techniques that work and, frankly, those that can fail.

Key Take-Aways:
• Developing a clear customer experience strategy.
• What is your branded customer experience?
• Marketing and technology solutions that impact customer satisfaction.
• Are your customers engaged and loyal?

Speakers:
1. Robert Wollan, Managing Director, CRM North America, Accenture
2. Barb Olson, Vice President, Personalized and Loyalty Marketing, Best Buy

Sunday, October 25
3:00 - 4:00 PM
Room: Korbel 4ABC
Session Type: Workshop

Psst, Pass It On: Advertising Drives Far More Buzz Than Social Media
The power of word-of-mouth influence among consumers is attracting considerable attention from marketers. Strategies for YouTube, Facebook, Twitter and the "next, new thing" in digital conversation platforms are all becoming part of the marketing mix. What is less understood or forgotten, is that advertising plays a much larger role than any of these in stimulating consumer word of mouth. TV advertising, in particular, is still the No. 1 driver. Hear the dramatic results of a field-tested study by ESPN on the "word-of-mouth lift" of advertising.

Key Take-Aways:
1. Ad messaging does not end with exposure; the ad impact is cumulative. The ESPN research shows that viewers engage in literally tens of millions of conversations about individual advertised brands.
2. Spikes in word of mouth are seen to be clearly linked to the media plan with implications for flighting strategy.
3. ESPN is using this information to sell with effectively, and the presentation will indicate how others can as well.

Speakers:
1. Brad Fay, Chief Operating Officer, The Keller Fay Group
2. Julie Propper, Director of Advertising Analytics, ESPN

Sunday, October 25
4:00 - 5:00 PM
Room: Korbel Salons 2&3
Session Type: General Session

Super Session - The Future of Advertising
Technology is reshaping advertising and marketers are grappling with balancing the right mix between mass vs. targeted. Get a glimpse of what's available now, who's really in control and what's next for the new advertising playbook. Join Harvard Business School Professor (and CTAM U. faculty chair) Tom Eisenmann as he explores the options and handicaps the potential outcomes with industry visionaries who are shifting into a different paradigm.

Speakers:
1. Steve Burke, COO, Comcast Corp., President, Comcast Cable
2. Laura Desmond, Chief Executive Officer, Starcom MediaVest Group
3. Tom Eisenmann, William J. Abernathy Professor of Business Administration, Harvard Business School (moderator)

Monday, October 26
8:30 - 9:45 AM
Room: Wells Fargo Theatre
Session Type: General Session

Sea Change in the Consumer Landscape
Media and entertainment consumption is not only cutting across multiple platforms, but also across a wide range of age, gender and ethnicity. Tracking, retaining and growing market share become a battle of managing the details against a moving target with the limitations of a finite marketing budget. Develop a game-winning strategy to reach audiences in ways that resonate in the right environments and align with their evolving behaviors.

Speakers:
1. Kevin Conroy, President, Univision Interactive Media
2. Trey Hall, Chief Marketing Officer, Quiznos
3. Rich Cronin, President, Rich Cronin Media LLC (moderator)

Monday, October 26
10:30 - 11:30 AM
Room: Korbel 1ABC
Session Type: Breakout Session - Advanced Advertising

What is the Real End Game for Advanced Advertising?
Examine the menu of advanced advertising applications and find out when new applications will be deployed. Understand how they are being received by influential brand marketers, agency decision-makers and, most importantly, viewers. Join a panel of industry leaders as they discuss how these products are driving revenue and how they are already successfully marketing them in this highly challenging media marketplace. You'll take away a more complete understanding of telescoping, addressability, real-time dynamic ad insertion and a few more applications that are vital for competing in the new media landscape.

Key Take-Aways:
• The advanced applications that are deployed today and what is coming in the future.
• What these deployments mean to marketers.
• What these deployments mean to consumers.
• The measurability opportunity and making television advertising more accountable.
• What these deployments mean to session attendees and how they could change and/or broaden their jobs.

Speakers:
1. Jacquie Corbelli, CEO, BrightLine iTV (moderator)
2. Peter Low, President & CEO, Ensequence
3. Vicki Lins, Chief Marketing Officer, Canoe Ventures
4. Mark Garner, SVP, Distribution, Marketing and Business Development, A&E Television Networks
5. David Porter, VP of Marketing & New Media, Cox Media

Monday, October 26
10:30 - 11:30 AM
Room: Korbel 4ABC
Session Type: Breakout Session - CableLabs

Less Talk and More "Interaction"
After years in the making, Interactive Television (ITV) is happening. CableLabs® will showcase a series of interactive applications, including advanced advertising, third\-party interactive TV applications and cross-platform solutions. Find out the differences between EBIF (enhanced binary interchange format) and a tru2way® (OpenCableTM application) and how the two will co-exist in this new era of television.

Key Take-Aways:
• Understand the difference between EBIF and tru2way.
• Hear what it takes to integrate interactivity into your programs.
• See examples of ITV that will be available to your customers soon.

Speakers:
1. James Mumma, Sr. Director of Video Product Development, Comcast
2. David Preisman, Vice President, Interactive Television, Showtime Networks Inc.
3. Steve Tranter, VP, Broadband & Interactive, NDS Americas Inc.
4. Don Dulchinos, SVP, Advanced Platforms & Services, CableLabs (moderator)

Monday, October 26
10:30 - 11:30 AM
Room: Korbel 1DEF
Session Type: Workshop

Building Brands That Connect
There are some networks that audiences simply adore - ESPN, Nick, HBO, Discovery. They broke from the pack by casting off old standard branding techniques and creating a powerful emotional brand appeal. In this example-packed presentation, you'll see simple and innovative techniques to move your branding beyond program feature advertising. Learn the techniques that Madison Avenue pros use to bond their customers to a brand. You'll walk away with a practical tool kit for putting core emotional drivers into your own brand.

Speakers:
1. Graeme Newell, President & Founder, 602 Communications
2. Patalia Tate, VP, Creative, Food Network (host)

Monday, October 26
10:30 - 11:30 AM
Room: Korbel 4D
Session Type: Workshop

Vendor Management - Staying In Touch with High Tech
Outsourcing can be a necessary resource for cable companies to remain productive and competitive without distracting from the core competencies of the business. Dependability is imperative for producing results, particularly for services that directly touch customers. Individual interactions combined with advanced technology services build reputations and customer loyalty. Join industry experts who reveal their own experiences maximizing results from a high tech-high touch partnership between cable companies and vendors.

Key Take-Aways:
• How the direct sales/telemarketing vendor selection process sets the stage for a win-win relationship.
• Maximize the partnership between operators and vendors to effectively face competition
• Set goals and expectations together to increase results and reduce the cost per sale
• Best ways to communicate - and why it's important

Speakers:
1. Jane Bulman- Executive Director, National Telemarketing Services, Comcast
2. Robert Marshall- COO, 360CRM
3. Jake Scully - Senior Vice President Operations, Evergreen Sales and Marketing
4. EJ Glaser- VP of Sales, RCH Cable
5. Gregg Graff, SVP of Field Operations, Insight Communications (moderator)

Monday, October 26
11:30 AM - 12:30 PM
Room: Korbel 1DEF
Session Type: Breakout Session - Business Services

B2B Marketing: Cutting Through the Clutter with Sharp Ideas
Business services growth continues to be a lucrative sector responsible for driving double digit revenue growth for some cable companies. Experts from inside and outside the industry share cost-effective and impactful marketing strategies that cut through marketplace clutter in the battle for SMB phone, internet and video spend. Lessons on successfully developing dynamite marketing, positioning and winning creative will inspire new thinking and ways to increase your B2B market share.

Key Take-Aways:
• Find out how to differentiate your B2B campaign from residential marketing
• View winning creative that speaks to key B2B target customers
• See promotional offers that deliver increased results
• Get new approaches to segmentation, database marketing

Speakers:
1. Stephanie Anderson, VP, Commercial Markets, Cablevision Systems Corp.
2. Corey Eng, VP, Marketing, Comcast Business
3. Beverly Gambell, Vice President of Marketing, Suddenlink Communications
4. Murray Goldstein, Director of Commercial Marketing Strategy, Cox Business
5. Drew Neisser, President & CEO, Renegade (moderator)

Monday, October 26
11:30 AM - 12:30 PM
Room: Korbel 1ABC
Session Type: Breakout Session - MSO Product Development

We Have an App for That! Bringing New Applications to Traditional Devices
ITV will dramatically change the way consumers interact with the television, though the question remains how much interaction is enough or too much. Unlike the mobile phone model, deploying set top-based interactive applications like voting, request for information, info based widgets, telescoping and caller ID follows a very different construct than that of a Smart Phone. Join ITV and application development leaders to hear the different go-to-market dynamics and how some are successfully delivering interactivity today.
Key Take-Aways:
• Understand the difference between a mobile application and an EBIF/ITV application
• The importance of the user interface (UI) in the new world of interactivity
• Hear consumer feedback on ITV
• How ITV will impact marketing and business strategy,
• Will TV Widgets be a gateway for marketers?

Speakers:
1. Steve Necessary, VP, Video Strategy & Product Management, Cox Communications
2. Gary Traver, Senior Vice President & Chief Operating Officer, Comcast Media Center
3. Vibha Rustagi, President & CEO, itaas
4. Todd Walker, SVP, Video Product Development, Comcast
5. Craig Leddy, President, Interactive TV Works, Inc. (moderator)

Monday, October 26
11:30 AM - 12:30 PM
Room: Korbel 4ABC
Session Type: Breakout Session

Audience Measurement 4.0
The rapidly changing behavior of consumers is accelerating the debate on how media and specifically TV, broadband and cross-platform video needs to be measured today and in the near future. The debate is central to the hot topics of the day from TV Everywhere to Addressability. Ad effectiveness results competing with prime-time multitasking also underscore the impetus for change. Understand the need of the various players in the eco-system from cable companies and programmers.

Key Take-Aways:
• Understand how media and specifically TV, broadband and cross-platform video needs to be measured today and in the future
• Viewpoints on the impact of TV Everywhere and addressability
• The opportunities among players in the ecosystem, from cable companies and programmers and agencies

Speakers:
1. Brian Kelly, President, Residential Services, Carolina Region, Time Warner Cable
2. David Poltrack, EVP Research & Planning, CBS
3. Todd Stewart, VP, Corporate Ad Sales, Bright House Networks
4. Dr. Jack Wakshlag, Chief Research Officer, Turner Broadcasting
5. Claire Atkinson, Business Editor, Broadcasting & Cable (moderator)

Monday, October 26
2:30 - 3:30 PM
Room: Korbel 1ABC
Session Type: Breakout Session - MSO Consumer Marketing

Staying Power: How Smart Companies Build Loyalty in Highly Competitive Environments
As cable companies face rising pressure from multiple competitors among a variety of free and paid distribution sources, customer loyalty strategies are critical for preserving market share. Join senior executives from a broad range of industries who confronted similar challenges for decades and understand when to respond to competitive pressures and how to build customer affinity in a combative marketplace. Real world lessons will inform your own strategies for planning, executing and managing a profitable competitive blueprint.

Key Take-Aways:
• Build customer affinity in a combative marketplace
• Examine ways to preserve market share with customer loyalty strategies

Speakers:
1. Stewart Schley, Senior Director, Industry Intelligence, One Touch Intelligence (moderator)
2. Jerry Dow, Chief Marketing and Sales Officer, Suddenlink Communications
3. Bruce Leichtman, President and Principal Analyst, Leichtman Research Group
4. Tom Ryan - Managing Partner and Chief Concept Officer, Consumer Capital Partners & Founder, SmashBurger

Monday, October 26
2:30 - 3:30 PM
Room: Korbel 1DEF
Session Type: Breakout Session - Consumer/Affiliate Marketing

Consumer & Affiliate Marketing Intersect - Syncing for Success
The best marketing plans cover all angles and consider all audiences. Timelines and multiple business priorities often impact how well consumer and affiliate marketing groups are able to align their marketing efforts. Sharing resources and coordinating timing have proven to be both impactful and have an ability to achieve greater economic efficiency and increase reach, however not all initiatives end up working out smoothly. Examine campaigns that have succeeded during joint collaboration. Learn how these teams organize their dual priorities to work together and maximize resources more regularly in order to complement each other's consumer touch points all while staying relevant with viewers and affiliates in today's fast paced digital media economy.

Key Take-Aways:
• Maximize consumer touch points through collaboration.
• Recognize how collaboration is a smart business practice in good and bad economic times.
• Learn how to "break down barriers" between new and/or hesitant colleagues.
• See examples of successful partnerships.
• Understand the concept of 360° marketing and bringing everything back to the brand.

Speakers:
1. Brian Hunt, Senior Vice President, Marketing & Sales Strategy, TV Networks Distribution, NBC Universal
2. Scot Safon, EVP Marketing and Chief Marketing Officer of CNN Worldwide, CNN
3. Wonya Lucas, Executive Vice President & Chief Marketing Officer, Discovery Communications
4. John Barker, President, Barker/DZP (moderator)

Monday, October 26
2:30 - 3:30 PM
Room: Korbel 4ABC
Session Type: Breakout Session - MSO Product Development

Tweets, Diggs, Stumbles, Tags - A Marketer's Playground of Social Networks
Social media's reach and influence is shifting marketing & communications strategies and business planning. Many business organizations are using it as a quick and inexpensive marketing resource, but with so many social media channels out there, determining if your audience is on Facebook, Twitter, MySpace, Stumble or Digg is critical to having an effective impact.

Key Take-Aways:
• High level understanding of how social media is changing the marketing and communications landscape
• Examples of how cable is using social media in the marketing and customer retention mix; can these applications be integrated into the TV viewing experience?
• An external view point from a social media network - business model and success
• From the consumer perspective - how they're using social media and the impact on our business/networks

Speakers:
1. Frank Eliason, Senior Director, National Customer Operations, Comcast
2. Ed Naef, Vice President, CSMG Global
3. Peter Yared, Founder & CEO, Transpond
4. Rebecca Lim, Senior Director, Advanced Services, Starz Entertainment, LLC.

Monday, October 26
2:30 - 3:30 PM
Room: Korbel 4D
Session Type: Workshop

Ringing Toward the Future: Home Phone Market, Technology & Trends
The residential telephone market is reshaping with multiple service providers, bundled offers and newer features like Caller ID on TV and enhanced cordless phones. Understand the key dynamics of today's market size, customer behavior, competitor actions and macro trends. Topics address the impact of cord cutting and how consumers are modifying their voice communication behavior. Analyze actions by major competitors to combat cable voice and the triple play voice product offerings and investments by new competitors offering creative applications and business models. The future of residential voice and the economics of it in the triple play will further change the way consumers communicate.

Key Take-Aways:
• How cable can gain share even as the market shrinks
• The home phone of the future will look differently from today
• How to position your home phone product in the market - and your business portfolio

Speakers:
1. Mike Jablon, Vice President, Digital Phone Product Strategy, Time Warner Cable (Host)
2. Thomas Howe, CEO, The Thomas Howe Company

Monday, October 26
3:30 - 4:45 PM
Room: Wells Fargo Theatre
Session Type: General Session

Stand By For Station Identification
The path to a powerful brand is made increasingly difficult today with the proliferation of new media channels, and consumers accessing entertainment on demand and on any available screen. Paul Lavoie explains how smart brand management can help networks and distributors break through the clutter and engage their audiences.

Speakers:
1. Paul Lavoie, Chairman, TAXI
2. Charlie Collier, President & General Manager, AMC (Host)

Other Speakers:
1. Eric Kessler, Co-President, HBO (Hall of Fame Induction)

Tuesday, October 27
9:00 - 10:15 AM
Room: Wells Fargo Theatre
Session Type: General Session

Cable's Consumer Product Agenda
Cable company and programmer CTO's and strategists share the product road map designed to serve and anticipate consumers' demands for more and better. Find out what's ready for market, what's on the drawing board, and which products will differentiate cable from the competition. Be prepared to help your company compete by hearing how the technology is changing in the next three years and how you need to think differently as a result.

Speakers:
1. Nomi Bergman, President, Bright House Networks
2. Mike LaJoie, CTO, Time Warner Cable
3. Mike Lee, Chief Strategy Officer, Rogers Communications
4. Tony Werner, Executive Vice President and Chief Technology Officer, Comcast
5. Rich Battista, President, Fox National Cable Networks
6. Molly Wood, Executive Editor, CNETTV.com (moderator)

Introduction to the Panel:
1. Dr. Paul Liao, President and CEO, CableLabs
2. Mark Dzuban, President/CEO, SCTE

Tuesday, October 27
10:45 - 11:45 AM
Room: Korbel 1DEF
Session Type: Breakout Session - Business Services

Award Winning Business Services Case Studies
The sixth annual business services case study competition unveils some practical and proven ideas that can be easily adopted by other B2B marketers. Case study winners present their strategies and results, and are on-hand to field questions from the audience.

Key Takeaways:
• Learn marketing successes that are already working successfully for colleagues.
• Take these proven ideas back to the office and adopt them for your own success.

Speakers:
1. Ray Bennett, AMDOCS (moderator)
2. Larry Dunn, Group Publisher, Multichannel News (award presenter)

Tuesday, October 27
10:45 - 11:45 AM
Room: Korbel 1ABC
Session Type: Breakout Session - Network Consumer Marketing Council

Just How Many Platforms Will a Viewer Engage?
The more involved a viewer becomes, the more platforms they'll engage. These experiences create a multiplier effect for your messaging and become a cycle that delivers short and long term benefits. See how cable's top marketers are turning multi-platform chaos into brand loyal eyeballs. A leading expert in television promotion, branding and advertising strategies, Lee Hunt will share sought-after perspectives on engagement in the trans-media world. If you think you've "seen Lee," think again.

Key Take-Aways:
• Assess the good, better and best approaches in transmedia story telling
• Involve audiences with content on multiple platforms while maintaining core brand attributes

Speakers:
1. Lee Hunt, President, Lee Hunt, LLC
2. Marvin Dorson, Senior VP, Creative Services, Hallmark Channels (Host)

Tuesday, October 27
10:45 - 11:45 AM
Room: Korbel 4ABC
Session Type: Breakout Session - CableLabs

3D Television: Entering the Third Dimension, Ready or Not?
Revised: Home entertainment experiences are elevated with each progressive technology improvement. 3D TV's immersive quality could be the next killer app. See what's new about this next generation media platform through actual demonstrations of 3D content (glasses will be provided). Hear what it will take to make 3D a desirable experience in the home and what types of content make the most business sense.

Key Take-Aways:
• Learn how to evaluate the quality of different 3D programs.
• Understand the business case and marketing challenges in delivering 3D content to the home

Speakers:
1. Ray Zone, President, 3-D Zone
2. David Broberg, VP, Consumer Video Technology, CableLabs (moderator)

Tuesday, October 27
10:45 - 11:45 AM
Room: Korbel 4D
Session Type: Workshop

Harnessing the Value Chain of Mobile Broadband
Mobile broadband is enabling a revolutionary mobile internet experience, and can deliver connectivity to new users and new places. A facilitated series of roundtable discussions will stimulate new thinking about product development, marketing and network operations. Experts challenge the opportunities facing cable marketers rolling out mobile broadband services in today's competitive markets and address your specific questions.

Key Take-Aways:
• Understand product development, marketing and network operations
• Potential business models and technology road maps
• Hear about trials and roll-out strategies

Speakers:
1. Teresa Elder, President of Strategic Partnership and Wholesale, Clearwire
2. Jenna Fiorito, Vice President - Wireless Marketing, Time Warner Cable
3. Mansell Nelson, Vice President, Business Product Management, Rogers Communications Inc.
4. Kyle Ford, Senior Director, Sand Cherry Associates (moderator)

Tuesday, October 27
10:45 AM - 12:00 PM
Room:
Session Type: ACC Session

Wedded Bliss or Blisters? Integrating Communications and Marketing for Success
Marketing and Communications have distinct goals. However, many times, communications and marketing executives are seeing the value of intergrading their efforts to gain efficiencies, build brands, promote products and be strong corporate citizens. But a marriage that requires managing internal and external partnerships, agreeing to mutual goals and budgets, and executing across multiple media isn't always blissful. Three case studies from a cable company, network, and partnership will illustrate how integrated strategies work - despite the challenges - to the benefit of all.

Speakers:
1. Chris LaPlaca, SVP, Corporate Communications, ESPN (moderator)
2. Ellen Kroner, SVP, Corporate Communications & Marketing, Rainbow Media
3. Russell Howard, SVP, Communications, National Geographic Channel
4. Alex Dudley, VP, Public Relations, Time Warner Cable

Tuesday, October 27
12:00 - 2:15 PM
Room: Korbel Salons 2&3
Session Type: General Session

Multi-Screen Access: Challenges & Opportunities
Viewer migration across the television, Internet and mobile platforms is an undeniable reality, and getting the early learning on multi-screen content migration from the trials is critical to success. Hear the debate as senior executives share their points of view on the technical and business issues surrounding what is arguably the hottest cable and content issue of the year.

Key Take-Aways:
• Learn about the technical and business issues affecting current models
• Recognize the impact of viewer migration across TV, internet, and mobile platforms
• Get the lessons from the newspaper experience

Speakers:
1. Paul Bascobert, Chief Marketing Officer, Dow Jones & Company
2. Matt Bond, EVP, Content Acquisition, Comcast
3. Andy Heller, Vice Chairman, Turner
4. Jason Kilar, CEO, Hulu
5. David Preschlak, EVP, Affiliate Sales and Marketing, Disney & ESPN Media Networks
6. Peter Stern, Executive Vice President & Chief Strategy Officer, Time Warner Cable
7. Will Richmond, Editor/Publisher, VideoNuze (moderator)

Other Speakers:
1. Sean Bratches, Executive Vice President, Sales & Marketing, ESPN, Inc. (GrandTAM, TAMI, and Rainmaker Presentations)

OTHER SESSIONS

Face-Time with Industry Leaders
Meet with any of these top industry executives during an informal, off-the-record Q&A discussion to ask your burning questions. An RSVP is required as space is limited for meaningful dialogue.

Speakers:
1. Joan Gillman, EVP & President, TWC Media Sales, Time Warner Cable Media Sales
2. Joe Rooney, CMO, Cox Communications
3. Kathy Timko, COO, Canoe Ventures
4. Tony Werner, Executive Vice President & Chief Technology Officer, Comcast

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