Oct. 19 CTAM Summit Schedule


Complete CTAM Summit 2010 coverage

Tuesday at CTAM Summit 2010


7 a.m.- 8:45 am
Breakfast Panel: Multichannel News/B&C Industry
Leadership Series:
Success Strategies for Marketing VOD
Grand Ballroom A
(Separate registration required)

8 a.m.-6 p.m.

8:30 am - 9:00 am
Morning Coffee
(Sponsored by INSP)

9 a.m.-10 a.m.
General Session with Youngme Moon
Grand Ballroom BCD
(Supported by Mav TV)
Keynote Speaker:
Youngme Moon, Donald K. David Professor of Business Administration and
Senior Associate Dean, Chair, MBA program, Harvard Business School
Author of Different - Escaping the Competitive Herd
Host: Bonnie Hammer, president, NBC Universal Cable Entertainment
Sought-after Harvard Business School Professor Youngme Moon asserts that today we have more of everything - more brands, more products, more choices. Is it all a blur of similarity? Professor Moon tackles the challenge of standing out from the crowd and being meaningfully different with real-world examples. As a bonus, receive a complimentary copy of Moon's recently published book following her keynote address.

10 a.m. -10:30 a.m.
Refreshment Break
(Sponsored by WE TV)

10 a.m.-10:30 a.m.
Face Time
Space is limited to first 50 RSVPs for each speaker, in order to create a
meaningful, interactive experience. Conference registration required to
• Bob Benya, president and CEO, In Demand
Chequers room
• Wonya Lucas, EVP and COO, Discovery Channel and Science Channel
Eglinton/Winton room
10:30 a.m. - 11:45 a.m.
Breakout Sessions
Telling Isn't Selling - Adding New Sales Channels
(Reserved for MSO Attendees Only)
Jefferson Ballroom
Reaching consumers is complex. Traditional, tried-and-true tactics aren't enough to do the job. MSOs are experiencing success with a variety of sales channels. Hear senior MSO sales executives talk about new sales approaches and how they're working.
Blaine Altaffer, group VP, sales channel and market development, Time Warner Cable
Steve Colafrancesco, corporate VP, marketing, Bright House Networks
Gregg Graff, senior VP, field operations, Insight Communications
Kimberly Edmunds senior VP, customer operations, Cox Communications

How Does 3D Sharpen Stories and Brands?
Grand Ballroom A
Explore the sizzle of 3D and what works to advance a story, a product or a brand in that format. Learn the marketing science of 3D from the developers who are already deeply involved. Find out:
• How 3D brings content alive - and what types of content "live" best in 3D;
• What works and what doesn't;
• The requirements to put on a 3DTV event;
• The real story on 2D-to-3D conversions.
Tom Cosgrove, president and CEO, 3D Net, joint venture of Sony,
Discovery Communications and IMAX
Phil Orlins, coordinating producer, ESPN 3D and X Games
Mark Garner, SVP, digital distribution and affiliate marketing, A&E Television Networks

Cross-Media Connections: 64 Things ESPN Learned from
the World's Biggest Sporting Event
Grand Salon D
ESPN XP is a new cross-media research initiative launched in March 2010 to study consumer behavior around major sporting events. Using one of the largest collections of research providers (fifteen companies) and a variety of research methods, ESPN attempted to measure media usage and advertiser effects for the 2010 World Cup across all media platforms - TV, radio, Internet, mobile and print. Having spent the summer analyzing the data, ESPN will now share some of the lessons it learned.
Glenn Enoch, VP, integrated media research, ESPN

10 a.m.-2 p.m.
Half-Day Social Media Immersion:
Stretching Beyond the Obvious
(Extended Session and Lunch)
Grand Ballroom A
Social Media has rapidly become a powerful force in connecting people as well as ideas, and examples of effectively harnessing it as a marketing tool are exploding all around us. Discover effective ways content providers, distributors and other industry marketers are reaching tech savvy consumers and building audience engagement through case examples, proven planning insights and campaign integration strategies.
John Bell, managing director, Ogilvy PR's 360° Digital Influence Practice
John McGarry III, chief digital officer, McGarry Bowen
Chris Moseley, SVP of marketing, History
Jane Olson, senior VP, marketing and brand strategy, Oxygen Media
Eric Shih, director of business development, Scripps Networks Digital
Joe Marchese, co-founder and president, SocialVibe Network and columnist, MediaPost
Graeme Newell, president and founder, 602 Communications
Paul Sewards, managing director, Barker/DZP

11:45 a.m. - 12:30 p.m.
Open Networking Time

12 p.m. - 2 p.m.
Workshop & Lunch
How to Achieve Double-Digit Customer Growth
Belle Chase
Gain a comprehensive view of where cable's future growth will come from, and develop key strategies for residential and business services to collectively drive untapped revenue opportunities. Visionaries from within and outside the industry track the trends and new directions, followed by facilitated roundtables that develop real-world examples.
Stephanie Anderson, VP, commercial markets, Cablevision Systems
Tony Maldonado, VP, acquisition and marketing sciences, Cox Communications
John Hanson, partner, Accenture

12:30 pm - 1:30 pm

2:30 pm - 3:30 pm
Concurrent Breakout Sessions
Being Disruptive Online - A New Era of Targeted
Advertising for Cable
Grand Salon A
Consumers are bombarded with increasing options from TV, Internet and voice service providers. Examine how cable marketers, who spend hundreds of millions of dollars in online advertising, can leverage the latest online targeting solutions to reduce wasted impressions and engage the subscriber segments most likely to convert.
Zack Coelius, CEO, Triggit
Steve Copertino, senior director, digital marketing, Time Warner Cable
Sean Muzzy, senior partner, managing director, Neo@Ogilvy
Dave Helmreich, VP of business development, AdAdvisor, TARGUSinfo

Tremé: The Art of Building Audience and a Community
Grand Ballroom A
Executive producers David Simon and Eric Overmyer (Treme, The Wire) have conjured cities (Baltimore and New Orleans) on screen more than once, and take stage the with an HBO executive to share how storytelling and marketing create neighborhood-to-national reach, as well as emotional impact.
Eric Kessler, co-president, HBO
Eric Overmyer, executive producer and writer, Tremé
David Simon, executive producer and writer, Tremé
Dave Walker, TV columnist, New Orleans Times-Picayune

IP Video and the Realm of Possibility
Grand Salon D
Call it IP video, call it IPTV, call it whatever you will - the colossal technological shift toward sending video over IP brings with it a list of possibilities unimaginable in "traditional" digital video systems. Remember how we longed for a way to automatically upgrade subscribers to premium channels, from the couch, with the remote control? That's child's play in IP. Learn from the experts, in plain language.
Debbie Fitzgerald, senior architect, CableLabs
Omar Javaid, VP of converged media software and services, Motorola
Mike Lee, VP, Rogers Ventures, Rogers Communications
Todd Walker, SVP, video product development, Comcast
Leslie Ellis, senior technology adviser, CTAM
Challenging Ad Claims: Understanding the Process
and Recent Cases
(Reserved for CTAM members only)
David G. Mallen, associate director of the Council of Better Business Bureau's National Advertising Division, the investigative arm of the advertising industry's self-regulatory organization, will offer practical pointers on claim substantiation, recent case decisions and the challenge process and ethics in advertising.
David G. Mallen, Associate Director, National Advertising Division,
Better Business Bureau
Ted Schremp, EVP and chief marketing officer, Charter Communications

ITV as a Marketing Tool:
How to Do It
Jefferson Ballroom
Industry and agency leaders who are integrating interactive applications into their marketing plans and strategies provide practical, functional information on how to do this stuff. Probe questions among experts who share initial consumer reaction and behaviors to ITV as a marketing tool. Find out what to do and most importantly, what not to do from those already doing it.
Jeremy Cornfeldt, managing director/digital, Media Storm
Rebecca Rusk Lim, senior director, Internet and interactive TV, Starz Entertainment
Gemma Toner, SVP, marketing and business development, Cablevision
Craig Leddy, president, Interactive TV Works

3:30 p.m. - 4 p.m.
Refreshment Break
Sponsored by Outdoor Channel
3:30 pm - 4 p.m.
Face Time
Space is limited to first 50 RSVPs for each speaker, in order to create a meaningful, interactive experience. Conference registration required to participate.
• Joan Gillman, executive VP and president, Time Warner Cable Media Sales
Chequers room
• Bob Wilson, senior VP, programming, Cox Communications
Eglinton/Winton room

4 p.m. - 5 p.m.
General Session with Gail McGovern
Grand Ballroom BCD
(Supported by Cynopsis Media)
After being recognized by Fortune as one of the top 50 most powerful women in corporate America, Gail McGovern joined the American Red Cross as CEO in 2008. She has strategically rebuilt the American Red Cross brand and her digital marketing savvy helped raise millions for Haiti by breaking new boundaries with mobile fundraising, recognizing her to Advertising Age's 2010 Digital A-List.
Keynote Speaker:
Gail McGovern, president and CEO, American Red Cross
Host: Steve Schiffman, president, National Geographic Channel/Nat Geo Wild

5 p.m.-6 p.m.
Chairman's Reception
Mark Twain Terrace - Hilton
(Sponsored by HBO and Cinemax)

9 p.m. - 1 a.m.
Tuesday Night Party
Voodoo, Blues & Zuzus
House of Blues, 225 Decatur St.
Host: JD & The Straight Shot, with special guest Mad Men's Jon Hamm and
special appearance by jazz legend Ellis Marsalis