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ANNOUNCING THE SCHEDULE OF SESSIONS FOR THE TV OF TOMORROW SHOW 2016

[itvt] is pleased to announce the schedule of sessions for the tenth-anniversary TV of Tomorrow Show (June 7th-8th at the Golden Gate Club in the Presidio of San Francisco).

Tickets to TVOT 2016 (priced at $1,275) are still available for purchase here.

We will be announcing more details about a number of TVOT 2016 panels, firesides and presentations in an upcoming issue of the [itvt] newsletter.

The official Twitter hashtag of the show is #TVOTSF, and the official Twitter account is @TVOTshow.

 

Eventbrite - The TV of Tomorrow Show San Francisco 2016 - 10th Anniversary!

SCHEDULE OF EVENTS FOR TUESDAY, JUNE 7TH

8:00-9:00AM
Hawthorn Room
Registration, Breakfast, Schmoozing and Networking


9:00-9:10AM
Ventana Room
Welcoming Address by Tracy Swedlow, Editor-in-Chief of [itvt]


9:10-10:05AM
Ventana Room
Focus on Turner Ignite

Turner Ignite--an innovation unit within Turner's Ad Sales division that was launched in January of this year--will cast light on its work, and walk attendees through existing and emerging opportunities to evolve advertising effectiveness. Thanks to branded content, social amplification, television native advertising, limited-commercial formats, audience targeting and more, capabilities are bountiful and the consumer experience is more important than ever for ensuring ad impact. Participants include

  • Dan Riess, EVP of Content Partnerships/Co-Head of Turner Ignite, Turner Ad Sales
  • Michael Strober, EVP of Client Strategy and Advertising Innovation/Co-Head of Turner Ignite, Turner Ad Sales
  • Dan Aversano, SVP Of Ad Innovation and Programmatic Solutions, Turner Ad Sales
  • Otto Bell, VP/Group Creative Director and Founder, Courageous
  • Frank Kavilanz, VP of Ignite Social, Turner Ad Sales
  • Mike Bloxham, SVP of National Television and Video, Frank N. Magid Associates (Moderator)

 

9:10-10:05AM
Prince Room
Live Social Broadcasting from Infrastructure to Creative: What's Working Now?

This session will examine the state of the live social broadcasting space, a little more than a year after the flurry of publicity it received following Meerkat's launch at SXSW and Twitter's announcement, shortly thereafter, of its acquisition of Periscope (it should, of course, be noted that live social broadcasting was an established medium well before its "breakout" in the trade press last year: YouNow and Twitch, for example, both launched back in 2011). 

Panelists will address such questions as: How is creativity on social-video platforms being monetized? How are established TV and advertising-industry players making use of the medium? What is being done to make social-broadcasting content more discoverable--and how has the user experience of the medium been evolving overall? What new tools for creativity and for community- and audience-building are being rolled out? What kinds of audiences is each of the platforms attracting, what has been learned about their viewing behavior to date, and--in light of the fact that many of these platforms appeal to a very young demographic--what might be the future implications of that viewing behavior for the entertainment industry in general? What will be the impact on the live social broadcasting space of new services from Facebook and YouTube? And what new technology and market developments should we expect to see impacting the live social broadcasting space over the coming year? Panelists include:


9:10-10:05AM
Cypress Room
THE BRIDGE: The ottTV of Tomorrow Show

Video entertainment is no longer simply about catching the latest show. Viewers expect to be able to tweet about it, binge it, interact with its stars, watch it in Ultra HD, and create fan videos expanding upon it. OTT delivery is expanding what it means to be entertained, and plain old video is just one part of a far broader picture. In this keynote panel, a group of industry experts will discuss where all of this innovation might lead. Questions to be addressed include: How will OTT video delivery change in the coming years? How is data reshaping entertainment? Will live delivery reach Super Bowl proportions online? UHD/HDR, VR/AR--can online deliver? What will the move to global licensing do to the entertainment industry? How is live video changing and where is it headed? And what does it mean when the video viewer is also a video creator? Panelists include:

(Note: The Bridge is a special TVOT track, curated by nScreenMedia and sponsored by Verizon Digital Media Services. It will attempt to answer the following question: The hallmarks of the television experience are quality and reliability, coupled with robust content-monetization models--as video emerges as the lingua franca of the connected society, how do we bridge that same television experience to every screen a consumer may be using?)

 

10:05-10:30AM
Ventana Room
Keynote Fireside: Robert Hayes, EVP of Digital at NBC Entertainment

When it named Rob Hayes to the newly created role of EVP of Digital back in 2012, NBC stated that his appointment demonstrated its commitment to an "aggressive digital media strategy." In this keynote fireside with Television Academy Governor, Seth Shapiro, Hayes will discuss his work crafting and implementing this strategy to date, and cast light on the network's plans for digital innovation going forward. 

Topics to be addressed include: new ways in which NBC is using YouTube and other social-video services to promote, enhance and extend its programming; the thinking that guides the numerous apps it has launched on mobile, connected devices, and game consoles; the new advertising and branded-content strategies it is pursuing on these platforms; its roll-outs of digital companion series and other original digital programming; the importance of integrating digital innovation into the program development process from the ground up; and the role that virtual reality and other emerging technologies and media are set to play in NBC's digital roadmap.

10:30-10:40AM
Schmoozing and Networking Break, Sponsored by Breakaway Communications


10:40-11:10AM
Ventana Room
The Millennial Generation's Anthem: I Want My Advanced-TV

As the largest subset of the population, Millennials' video-viewing habits are driving cataclysmic shifts in media and advertising. This conversation will explore the changing ways they are consuming traditional television content across all screens, and how DISH Media Sales is utilizing technology to help marketers reach them. Participants include:

  • Adam Lichstein, President of Seller Platforms, Tremor Video
  • Adam Lowy, GM of Advanced TV, DISH Network and Sling TV

 

11:10-11:40AM
Ventana Room
The TV Ads of Tomorrow Look Like the TV Ads of Yesterday 

Has the creative side of TV advertising been wrongly swept up in the swirl of disruption facing the media side of the business today? Six-second Vine ads, vertical videos designed for Snapchat, interactive video ads, etc. may add shiny new "icing" to a campaign foundation, but make no mistake--the :15 and :30 second ad is, and will continue to be, the marketer's crown jewel and most precious asset. 

John Roland, Chairman and CEO of Extreme Reach, will share trends and make the case that the more things change, the more they stay the same.


10:40-11:40AM
Prince Room
Tcommerce Today and Tomorrow

This session will draw on the lessons learned from recent deployments, in order to assess the current state of the TV/video commerce (tcommerce) space and to attempt to ascertain the directions in which it will evolve going forward. Questions to be addressed include: What is working, and what has been proven not to work, in terms of the video creative and the app design through which tcommerce opportunities are presented to the viewer--what are the best practices for creating the tcommerce UI/UX? How could big data, addressability and other ongoing innovations in the measurement and advertising spaces be leveraged in order to improve the tcommerce proposition? How are consumer electronics companies, broadcasters, agencies and brands respectively responding to tcommerce, and what roadblocks still stand in the way of its widespread adoption? What opportunities are opened up by the fact that Millennials are more likely to engage with tcommerce opportunities than older demographic segments (at least according to recent research from Nielsen)? And how will emerging technologies such as virtual and augmented reality (VR/AR) and the Internet of Things (IoT) impact the space going forward? Panelists include:

  • Chad Beasley, SVP of Sales, Delivery Agent
  • Kelly Burke, EVP of Media, Hub Strategy & Communication/President, sfBIG
  • Allison Dollar, CEO, Interactive Television Alliance (Moderator)
  • Matt Durgin, Director of North American Smart-TV Content Partnerships, LG Electronics


10:40-11:40AM
Cypress Room
THE BRIDGE: Live Delivery at Scale

Live events are a major driver for OTT video adoption by consumers. Each time the Olympics, World Cup and Super Bowl are held, the online live audience grows strongly over the previous event. Yet live audiences remain a mere fraction of traditional broadcast delivery, and problems with delivery are all too common. Meanwhile, organic growth in live services like Twitch and Periscope is helping the live economy grow beyond the big event. This panel will look at the art and science of live delivery online, answering such critical questions as: How to cope with the unpredictability of live audiences? Can OTT deliver at Super Bowl scale? How do you avoid big outages and failures that frequently plague online delivery? How complicated is it to repurpose live for on-demand delivery? How best to create live synced and multiscreen experiences? And how to take advantage of the Internet platform. Panelists include:

 

11:40AM-12:00PM
Ventana Room
Live Social Broadcasting Fireside: FremantleMedia and YouNow

"America's Got Talent" has brought the variety format back to the forefront of American culture by showcasing unique performers from across the country. For Season 11's auditions the show partnered with YouNow, a live social broadcasting platform popular with the 13 to 24 demographic. Over the course of 13 weeks, "America's Got Talent" conducted hundreds of 90-second auditions on YouNow, using the platform's "guest broadcasting" capabilities. The auditions garnered more than 1.5 million views.

In this fireside, Adi Sideman, Founder and CEO of YouNow, and JR Griffin, VP of Digital Marketing and Business Development at FremantleMedia, will discuss how traditional television and a new social entertainment network worked together to take the "America's Got Talent" audition experience into aspiring performers' own homes. They will reveal the results of the partnership, including the shared benefits the partners received both in traditional terms and in terms of new social metrics. 

 

11:40AM-12:00PM
Prince Room
Advertising and Measurement Fireside: Allergan, MODI Media and TiVo Research

This fireside will provide insight into the ways in which advertising agencies and brands are partnering with providers of audience-measurement, data and analytics, in order to make their campaigns more effective and better understand their impact. Alana Darden, Consumer Marketing Director at Allergan, Tara Maitra, SVP and General Manager of Content and Media Sales at TiVo, and Joanna Thissen, Director of Targeted Television at MODI Media, will draw on the lessons learned from recent campaigns to show how agencies and brands are combing first- and third-party data to build media plans that find specific audiences; using TV attribution to discover what actions an audience took after seeing a TV ad; and more.

 

12:00-12:55PM
Ventana Room
The Future of Influencer Marketing

Celebrities have always been able to sell. But as social influencers become the new celebrities, endorsements and integrations are changing to encompass authenticity and community. And now new ways to combine, collect and package influencers are emerging to make it easier for brands to connect with social celebrities. This panel brings together the influencers and the marketplaces, to explore what's working and what's coming. Panelists include:


12:00-12:55PM
Prince Room
Measuring TV's Viewing Shifts

For some time now, TV networks have complained that traditional measurement methodologies, and even some newer ones (NBCUniversal advertising chief, Linda Yaccarino, recently dismissed C3 ratings as "practically useless"), are significantly undercounting their audiences, as TV content is increasingly being consumed across a variety of platforms; as a result, they claim, they are being forced to "leave money on the table" in their negotiations with advertisers. This session will examine the ways in which the measurement industry is attempting to address these complaints and catch up with the constantly changing ways in which TV is being watched. 

Topics to be discussed include: The significance of such recent industry developments as Nielsen's announcement of its Total Audience Measurement solution and the merger of comScore and Rentrak; the new, specialized measurement capabilities that upstart companies are bringing to this space; the new audience data points that are emerging beyond age and gender; the status of efforts to ensure standardization and transparency in TV measurement; the status of efforts to encourage the end-users of TV measurement to advocate for new measurement solutions; the assumptions about the viewership of programming and advertising that are most likely to be challenged as cross-platform measurement technologies improve; and new developments in TV and video viewing that could disrupt the measurement space even further. Panelists include:

 

12:00-12:55PM
Cypress Room
THE BRIDGE: Avoiding the Jerk(iness)

As consumers are migrating an increasing amount of their viewing time online, their expectations of a quality experience are similarly increasing. Tolerance for slow starts, buffering, and poor-quality video is falling, and the penalty for poor performance is swift. After 4 minutes of poor streaming performance 75% of online video viewers will have abandoned the video they were seeking to watch. But there are things a content service provider can do to minimize the problems, and this panel will explore what those are. Some of the topics covered will include: Common video playback problems and how to avoid them; how to deliver smooth playback end-to-end; and the benefits of server-side ad insertion. Panelists include:


12:55-1:45PM
Lunch, Schmoozing and Networking, Sponsored by IBM Cloud Video Services


1:45-2:40PM
Ventana Room
Agency Innovators Roundtable

This session brings together a group of people who are tasked with leading TV and video innovation at a number of high-profile advertising agencies. They will share their thoughts on the most pressing issues currently facing their industry (including ad-blocking, online video measurement, the changing viewing habits of Millennials, and more) and on the new technologies, techniques and strategies (including addressable, programmatic, and interactive advertising, branded content/native advertising, influencer marketing, etc.) that have arisen to address those issues specifically and to make advertising more engaging and effective in general. In addition, they will draw on the lessons learned from the many advanced-TV/video campaigns that they have conceived and implemented, in order to provide real-world examples of how advanced-TV/video innovation is being realized in the marketplace today, and the directions in which it needs to go in the future. Panelists include:

  • John Collins, Managing Director, Broadcast and ITV, Media Storm
  • Tim Hanlon, Managing Director, FTI Consulting (Moderator)
  • Steve Murtos, Executive Vice President, Starcom Mediavest Group
  • Joanna Thissen, Director of Targeted Television at MODI Media

 

1:45-2:40PM
Prince Room
All about eSports

The global audience for eSports has been estimated to be over 486.4 million people, and that number is widely expected to increase. This session will provide an in-depth overview of this emerging field and its implications for the TV, online/mobile video and advertising industries. Panelists will address such questions as: Which companies are driving eSports and how are they differentiated in the market? Why are networks such as Turner, The CW and ESPN embracing eSports? What are the new programming genres that are emerging in this space? What new forms of advertising, branded content and commerce are emerging to monetize eSports' primarily male and Millennial audience? Do they have the potential to appeal to audiences beyond this demographic? And what new types of eSports should we expect to see coming to the fore in the near future? Panelists include:


1:45-2:40PM
Cypress Room
THE BRIDGE: The OTT Video Money Stream

The emphasis in OTT video monetization to date has been on ad-free subscription VOD, but services like Hulu are proving the dual revenue model can also work. It looks likely that consumers are prepared to pay for only a few of these services at once. Does this mean there is an emerging opportunity for free-to-Web services, and can services targeting niche markets develop a strong following and achieve financial success? Netflix is charging a premium for Ultra HD delivery. Is this a temporary phenomenon or will high-quality delivery be able to sustain a premium? This session will examine the shifting content-monetization equation, and address such questions as: Is the tide switching from subscription back to ads? What are effective monetization strategies to follow OTT? Is programmatic delivering the premium CPM's? How do electronic sales and rentals factor into the equation? And will consumers pay for better quality delivery? Panelists include:

 

2:40-3:35PM
Ventana Room
TV Used to Be Easy. What Did You Guys DO to It? 

The television industry has been trying for years to develop a comprehensive program guide with search, discovery, recommendation, social and more. And at the same time we are accelerating the creation and distribution of content. And it looks like the guides will never catch up. 

Maybe that's OK. After all, we got into this business because we wanted people to watch OUR stuff; whether monetized by subscription fees or advertising. To be brutally honest, we'd rather they didn't watch somebody else's stuff. 

At the same time, we know the consumers are frustrated by their inability to find what they want. They don't need to see EVERYTHING; they just need to see THEIR thing. But they may not know what their thing is, because they haven't seen it yet. 

It's a balance of our needs and their needs. If we could actually show the consumers everything, they probably wouldn't watch enough of our programming to make it work for us. But if we don't show them everything, they may not find our stuff at all! 

Our panelists will have a few pointed opinions on the topic. They include:


2:40-3:35PM
Prince Room
Experian Master Class

We will be announcing more details about this Master Class in an upcoming issue of the [itvt] newsletter.

 

2:40-3:35PM
Cypress Room
THE BRIDGE: Smartphone Revolution: The Small Screen as the First Screen

Mobile screens now account for nearly a third of all online ad views, but engagement times remain low relative to big-screen cousins. Is smartphone viewing just filling the idle moments in our lives with video, or is it taking on a broader role in the video ecosystem? T-mobile's Binge On forces all video to a maximum resolution of 480p. Is this really necessary, and is it good enough? For the young the smartphone screen is becoming the primary source of video entertainment. What does this bode for the future of video entertainment? Other questions to be addressed in the session include: What is the right video resolution for mobile delivery? What does quality delivery on the small screen mean? What is the impact of zero-rated delivery and caps on mobile viewing? The future of mobile viewing--can networks cope? What is the role of exclusive content in winning and retaining mobile subscribers? And what are the opportunities and pitfalls for the mobile interface? Panelists include:


3:35-3:45PM
Schmoozing and Networking Break, Sponsored by Breakaway Communications


3:45-4:40PM
Ventana Room
Realizing the Promise of Programmatic TV

While programmatic advertising accounts for over 50% of online display spending, it is currently estimated to account for only 4% of TV spending (and some would argue that that estimate is optimistic). This session will explore the progress that has been made to date in implementing programmatic TV, identify the hurdles that still stand in the way of its widespread adoption, and debate what the various stakeholders need to do in order to overcome those hurdles. 

Panelists will discuss the most significant recent technological and market developments driving the adoption of programmatic TV; outline the areas in which the industry needs to invest in order to accelerate that adoption; examine the progress that has been made to date in implementing standards, ensuring market transparency, and educating the market; debate how to reconcile the sometimes very different interests of the various stakeholders in the programmatic TV space, and how to address fears that programmatic TV will drive down the prices of premium inventory; explore the new forms of data, beyond age and gender, that are now available to support programmatic; and draw on their experience fostering this new industry in order to show how programmatic TV is working in the real world, and how it can achieve its full potential. Panelists include:


3:45-4:40PM
Prince Room
The New Content Economy: Distribution, Productization, Monetization

This session will explore the rapid evolution of the content economy that is now underway, examining new market developments and strategies that are reshaping the distribution, productization and monetization of TV and video content, and attempting to assess how these changes will impact the companies and individuals that operate in this market. 

Among other things, panelists will explore the reasons behind, and the implications of, the recent explosion in programming production (between 2009 and 2014, the number of scripted series alone grew from 211 to 376) and debate the validity of the argument--originally espoused by FX CEO, John Landgraf--that we are seeing "peak TV in America" and that there is now "simply too much television"; identify the opportunities that this content explosion is making possible for--as well as the pressures it is placing upon--the various players in the content market, including actors, writers and producers; assess the impact that well-funded OTT players--including Netflix, Amazon and Hulu, as well as standalone services from established players such as HBO and Showtime--are having on the content market and whether that impact is forcing the industry into an unsustainable business model; identify the new players, such as Facebook, YouTube, Spotify and others, that could be poised to have a major impact on the production and distribution of programming; examine the products and services and the subscription- and ad-based monetization strategies that are emerging in the new content economy; and explore how the new forms of Millennial-focused content that have emerged on YouTube and other social-video platforms are now being embraced by pay-TV and other established players. Panelists include:


3:45-4:40PM
Cypress Room
THE BRIDGE: The Reinvention of Linear Online

"I don't think it's going to be delivered on cable, I don't think linear is going to have much to do with scripted programming." Ted Sarandos, Chief Content Officer, Netflix

Signs are that this bold statement by Netflix couldn't be further from the truth. Traditional linear television is not only making the transition online with services like Sling TV and PlayStation Vue, but it is also being reinvented in the process. Companies like Pluto TV, Now TV and Crackle are finding that there is no better way to capture an audience, and grow engagement, than with video that just starts playing when the audience loads the app. Approaches such as micro-linear channels and programmatic TV are transforming the art and science of linear video, finding ways to deliver at scale and with great quality. This panel will cover topics such as: How data is being used to program television; why OTT is a better platform for linear delivery; where does linear leave off, and on-demand begin?; the new opportunity for ads in OTT linear; and how to deliver smooth experiences with dynamic ad insertion. Panelists include:


4:40-5:35PM
Ventana Room
TV's New Entrants

The past few months have seen a range of media companies (particularly, though not exclusively, Millennial-focused companies) entering not only the online and mobile video space, but the traditional television business itself. This session--which brings together representatives of a cross-section of these companies, as well as a representative of one of the established TV networks that has embraced these new entrants--will explore the factors that are driving this phenomenon, the monetization and other strategies to which it is giving rise, and its implications for the TV and online/mobile video industries in general. 

Topics to be addressed include: the roles that branded content, native advertising and other innovative monetization strategies are playing in these new players' video plans; which online/mobile video platforms (YouTube, Facebook and beyond) they are targeting, and how they are tailoring their content for each of these platforms; the partnerships they are forming with established TV networks (Mashable-Turner, PopSugar-Z Living, Vox-NBCUniversal, Vice-A+E, etc.), and the perceived benefits of those partnerships to each side in terms of advertising reach and more; and the potential of these new entrants to help traditional television appeal to Millennials and other new audiences. Panelists include:


4:40-5:35PM
Prince Room
Engaging the Distracted Viewer (I): Planning, Managing and Measuring Cross-Platform Ad Campaigns

This session--which brings together experts at conducting cross-platform advertising campaigns and experts at measuring the success of those campaigns--will explore questions of how to plan, manage and assess the effectiveness of advertising that reaches and engages viewers who are increasingly distracted by and dispersed across multiple screens. 

Among other things, panelists will discuss the potential pitfalls of cross-platform campaigns, including issues around talent and rights; the emergence of cross-platform addressability; the ways in which creative needs to be repurposed or tailored for each of the different screens that a campaign is targeting; the latest innovations in measuring cross-platform viewer engagement and the purchasing behavior in which it results, and the areas in which our ability to measure cross-platform campaigns still falls short; the new forms of data that are emerging as the measurement industry responds to the need for a cross-platform approach to advertising, and how well marketers are using these emerging data; the new ways in which marketers are using cross-platform campaigns to tell stories about brands, and how well the industry is succeeding in developing creative that is natively cross-platform; and whether there is now a need for, as one industry observer termed it, "Multiplatform Upfronts." Panelists include:


4:40-5:35PM
Cypress Room
THE BRIDGE: Putting on Your Best (Inter)face

Making sure the quality of the app matches the quality of the content is one of the most important things a content provider can do to ensure service success. Getting it right is not easy. With so many platforms, operating systems, devices and screen sizes, it's easy for a content provider to get overwhelmed by the challenge. In this session, a panel of TV app developers and content providers with successful TV apps discuss what it takes to be great. They will examine what is needed to make a TV app shine, and some of the pitfalls to avoid that can drag it down. Some of the topics to be covered in the session include: The role of a great UI in service delivery; how to get the most out of each platform while maintaining brand and containing costs; dos and don’ts of a great interface; and getting good performance on every platform. Panelists include:


5:35-6:20PM
Ventana Room
Digital Chiefs Roundtable

This session brings together the people who are leading the digital strategies of several prominent broadcasters, networks and production companies, in order to discuss those strategies, the ways in which they are implementing them, and how they see the industry, and their own roles in it, evolving going forward. Topics to be addressed include: The ways in which they are translating and adapting content to mobile and online video platforms; how they are going about developing new forms of programming for those platforms; how they are positioning and monetizing their companies' OTT and TV Everywhere services; how they are leveraging social-video and social-media services; how they are working to engage elusive Millennial and Gen-Z audiences; how their work in the digital sphere fits into their companies' overall business plans; and more. Panelists include:

  • Neil Katz, SVP of Global Content/Editor-in-Chief, The Weather Company, an IBM Business 
  • Tom Lofthouse, SVP of Programming, Discovery Digital Networks
  • Jigar Mehta, VP of Digital Operations, Fusion
  • Lori Schwartz, Co-Founder, StoryTech/Host, The Tech Cat Show (Moderator)
  • Don Wilcox, VP of Digital Marketing and Services, PBS

 

5:35-6:20PM
Prince Room
Book Launch: TELEVISION: Innovation, Disruption, and the World's Most Powerful Medium

Television Academy Governor and USC Professor, Seth Shapiro, will deliver a talk based on his new book, TELEVISION: Innovation, Disruption, and the World's Most Powerful Medium.

The book chronicles the incredible evolution of television via the stories of over 50 innovators who challenged and redefined the medium, from David Sarnoff and William Paley to Lucille Ball and Johnny Carson, Grant Tinker and Mary Tyler Moore to John Kennedy and Norman Lear. These innovators' stories are a goldmine of lessons for modern-day entrepreneurs and professionals, because what has happened before will happen again. Shapiro shows how--despite the commonly held belief that the "disruption" of television is a new phenomoneon--the medium has in fact been continually disrupted since it began, in a century-long battle between economic, technological and cultural forces.

TELEVISION's cast includes inventors, executives, entrepreneurs, performers, politicians and artists, in an epic tale that has never been told in one place until now.

 

5:35-6:20PM
Cypress Room
THE BRIDGE: The 5-Minute Defense

This session will feature five short presentations defending contentious positions in digital media. The presentations include:

  • "Can Push Beat Streaming for Engagement?" by Mark Adams, CEO, Incoming Media
  • "Geoblocking Doesn't Work, so Why Bother?" by David Briggs, Chairman, GeoComply
  • "If You Love Your Customers, Set Them Free," by Andrew Burke, Chairman, Paywizard
  • "Why Turn Your Show or Channel into an App if Facebook Will Own It All Anyway?" by Jeroen Elfferich, CEO, Ex Machina
  • "OTT Measurement Gaps Cost Content Owners Billions," by Andre Swanston, CEO, Tru Optik


6:20-8:00PM

6:20-8:00PM
Ventana Room and Beyond
Presentation of the 13th Annual Awards for Leadership in Interactive and Multiplatform Television

Cocktail Reception, Sponsored by comScore

(Note: The Cocktail Reception will include the unveiling--and consumption--of TVOT's 10th Birthday cake.)

 

 

SCHEDULE OF EVENTS FOR WEDNESDAY, JUNE 8TH

8:00-9:00AM
Hawthorn Room
Registration, Breakfast, Schmoozing and Networking


9:00-9:10AM
Ventana Room
Welcoming Address by Tracy Swedlow, Editor-in-Chief of [itvt]

 

9:10-10:05AM
Ventana Room
Discovery, Personalizaton and the TV User Experience

This session will explore the latest developments in television search and recommendations technologies, metadata creation and management techniques, and personalization strategies, in an attempt to ascertain how these developments are being brought together to shape the TV user experience of tomorrow. In addition, panelists will examine the extent to which curation (by human beings rather than by algorithms) will continue to play a crucial role in matching viewers with the programming that appeals to them, and will also debate the extent to which audience discovery--i.e. methodologies through which programming offerings find their target audiences through data and human know-how--could play an even more important role in TV's future than content discovery. Panelists include:

(Note: a big thank you to Martin Focazio, Head of Strategy and Business Consulting at EPAM Systems, for his help in the conceptualization of this session.)


9:10-10:05AM
Cypress Room
Metamorphosis of the MCN

This session will explore the ongoing metamorphosis of MCN's and online video networks from their origins on YouTube, and the impact this metamorphosis is having on the entertainment industry at large. Among other things, panelists will examine the ongoing significance of the major investments in the MCN space that have been made over the past few years by such companies as Disney, Dreamworks Animation, AT&T and others; assess the new distribution partnerships that MCN's and YouTube networks are forming with established TV companies and major online SVOD players; and discuss the significance of the new direct-to-consumer offerings that a number of YouTube MCN's and networks have rolled out over the past year or so. Panelists include:

 

10:05-10:35AM
Ventana Room
Keynote Fireside: Beyond OTT--Connecting the Dots in a Fragmented Ecosystem 

A business this complex sometimes forgets the viewer at its core. Consumers win no matter what, and they're voting with time and money to watch content not available within the pay-TV ecosystem. The solution is not live or VOD, short- or long-form content, traditional TV or OTT; it's all the above while delivering on a simplified value proposition. 

In conversation with Rick Howe (The iTV Doctor), Tony Goncalves, SVP of Strategy and Business Development at AT&T's Entertainment Group, will discuss what consumers are telling us they want from the industry and how we can get there. That includes reaching Millennial viewers and building authentic relationships meant to last a lifetime. 

Plus get a closer look at AT&T's video strategy, upcoming OTT services and integration across the company's various lines of business. From technology to product and along the content value chain, those who help simplify and solve this equation will win for the long-term. 

 

10:35-11:00AM
Ventana Room
Keynote Presentation: Transforming How We Watch the News

Since the advent of the remote control in 1955, TV viewers and advertisers haven't stopped demanding more and more "control" of the TV experience. In this keynote presentation, CNN Chief Product Officer, Alex Wellen, will take us on CNN's journey to reimagine news with the introduction of CNNgo, a mobile-first and connected-TV video experience that "puts the consumer in the control room." From native advertising to sampling to binging, Wellen will demo the latest incarnation of CNNgo that offers a deep library of on-demand content, news clips, original programming, and live breaking news. 

The keynote will then take a look ahead at five immersive new ways consumers and marketers are discovering and engaging with video across the latest OTT devices and advanced set-top boxes. Whether it's coverage of the 2016 presidential election, a developing story out of North Korea, or Anthony Bourdain's latest excursion in Senegal, there's never been a more extraordinary (and disruptive) time across the news landscape.


10:05-11:00AM
Cypress Room
TV and Video Innovation in the 2016 Presidential Election

This session--falling the day after the final 2016 primaries--will explore the role that advanced-TV/video advertising, new data and analytics technologies and methodologies, and new video-engagement solutions have been playing in the 2016 presidential race, and will also examine how the election might in turn have an impact on these areas. Among other things, panelists will debate whether Republican presidential candidate, Jeb Bush, was correct when he stated, "I don't think TV advertising has been nearly as effective as it has in the past for any campaign," and--if Mr. Bush was indeed correct--why this would be the case.

In addition, panelists will examine the role that social video has played in the race, both as an alternative to advertising in the various campaigns' promotional, fund-raising and opinion-shaping strategies, and as a news source for those campaigns' supporters in an era when--according to a new study by the non-partisan Media Insight Project--only 6% of the public has "a lot of confidence" in the mainstream media. Panelists include:


11:00-11:10AM
Schmoozing and Networking Break, Sponsored by Breakaway Communications


11:10AM-12:05PM
Ventana Room
Debate on the FCC's Proposal to "Unlock the Set-Top Box"

This session brings together some of the television and telecommunications industries' most prominent legal, economics and government-affairs experts, to debate the FCC's new proposal to "unlock the set-top box." The debate will follow the classic Oxford Union format, with a chairman--who will introduce the topic that is being debated and preside over the proceedings--and two teams, each of which will consist of two speakers: the first speaker from the pro-FCC proposal team will present arguments in favor of the proposal; the first speaker for the opposing team will present arguments against; the debate will then be "opened to the floor" (i.e. the audience will be able to make comments and pose questions); the second speakers from each of the two teams will present their cases in turn; time permitting, each team will be given a chance to make rebuttals of the opposing team's arguments; and finally a vote will be taken via a show of hands. Participants include:


11:10AM-12:05PM
Cypress Room
The Future of Linear Channels and Apps in an OTT World

Online video consumption is exploding as audiences gravitate toward mobile viewing via Facebook or Snapchat. While more video than ever is watched, short-form and VOD is rapidly replacing linear channel content. Does this spell the end of the linear channel? Does the future of TV belong to apps? The panel will explore from an editorial, business and a design perspective how the linear channel survives in an increasingly attractive online world. Panelists include:


12:05-1:00PM
Ventana Room
Understanding the TV Technologies of Tomorrow

This session brings together representatives of leading TV technology companies and organizations in order to identify and debate the technologies that are most likely to have a major impact on the television business over the coming months and years--as well as to determine which technologies have perhaps been overhyped by the trade press. Technologies to be discussed include ATSC 3.0, Automatic Content Recognition (ACR), Cloud Video, Artificial Intelligence, Machine Learning, and many others. Special emphasis will be placed on clarifying the implications of these technologies for the broadcasters, advertisers and other industry stakeholders who will be in charge of using them to implement the TV viewing experiences and monetization strategies of tomorrow. Panelists include:


12:05-1:00PM
Cypress Room
Reinventing Programming for a New Generation

This session will explore the new forms of storytelling and the new programming formats that are emerging on mobile and social video platforms (such as YouTube, Periscope, YouNow, Snapchat, Instagram, Vine, and beyond), and what they tell us about the evolving viewing behavior of the Millennials and Gen-Zers who make up the bulk of their audiences. In addition, it will investigate how these new programming formats are reinventing the relationship between talent and audience; examine the ways in which they are being marketed, distributed and monetized; assess their potential to impact the creative side of the TV business in general; and debate what established media companies and operators need to learn from them in order to reach and retain the TV and video audiences of tomorrow. Panelists include:


1:00-1:50PM
Lunch, Schmoozing and Networking, Sponsored by IBM Cloud Video Services


1:50-2:45PM
Ventana Room
The Expanding World of Addressable TV

This session will explore the latest innovations--and likely future developments--in addressable TV advertising, as implemented in linear, on-demand and "TV Everywhere" environments. Panelists will explore both new technologies and new techniques--some of which are extending addressable advertising to areas not previously anticipated. 

Topics to be addressed include: The reasons behind, and the status of, recent attempts to apply addressable advertising to the marketing of consumer packaged goods (CPG) and other product categories that have traditionally been advertised via a "scattershot" approach that simply attempts to reach as many consumers as possible; best practices for targeting audiences (including how to avoid targeting too narrowly); new forms of data that are emerging to make addressable advertising more effective; the implications of Google's recent entry into this space; the progress that has been made to date towards facilitating addressable campaigns across multiple operators and even multiple platforms; the extent to which addressable will open up TV to new kinds of advertisers; and the degree to which advertising creative needs to be re-thought for the era of addressability. Panelists include:

  • Les Carter, Chief Architect, Cadent Technology (formerly BlackArrow)
  • John Collins, Managing Director, Broadcast and ITV, Media Storm
  • Sanjay Goil, SVP of Product Definition and Partnerships, 4C Insights
  • Mark Griffin, Director of the Precision Video Center of Excellence, Starcom Mediavest Group
  • Cathy Hetzel, Executive Vice President, comScore
  • Chris Pizzurro, Head of Business Development, Sales and Marketing, Canoe (Moderator)


1:50-2:45PM
Cypress Room
The Rise of the Virtual MVPD

Over the past year or so, at least half a dozen virtual MVPD services have been launched by major operators, and more are in the pipeline. In addition, an array of independent multichannel OTT services have been launched, targeting college students, expats and other groups underserved by traditional pay-TV. This session brings together some of the key people leading the virtual MVPD revolution, in order to provide an understanding of the state of this rapidly emerging market and to predict how it will likely evolve over the coming months and years. 

Questions to be addressed include: How are these new services impacting relationships between established pay-TV operators and the networks who provide their content? What kinds of audiences are these new services attracting, and how well are they succeeding at retaining those audiences? What new business models and content strategies are they implementing? How good a value proposition are they for the consumer? What growing pains have they experienced to date, and how have they resolved them? What will be the impact on this space of new services planned by major players such as AT&T, Hulu and YouTube? What are the competitive implications of virtual MVPD services for smaller cable operators? And what kinds of innovations (for example, in terms of new paradigms for the UI/UX and new types of content offerings) do these new services promise to bring to the industry in general? Panelists include:


2:45-3:40PM
Ventana Room
Engaging the Distracted Viewer II: New Advertising Formats

In an era of adblocking, adskipping, timeshifting and multitasking (according to recent research from TiVo, 56% of viewers multitask every time, or nearly every time, a commercial break airs, with an additional 40% admitting to multitasking "sometimes"), how can we make TV and video advertising more viewable and engaging? 

This session will explore new advertising formats that are seeking to do exactly that (or at least to make advertising more tolerable for the average viewer), including recent innovations in interactive advertising, selectable advertising (i.e. advertising that allows viewers to select an ad to watch, in return for the ability to watch content with little or no commercial interruptions), native advertising and beyond. In addition, panelists will debate how to re-think the ad-viewing experience in order to make it more appealing to a new generation of viewers whose viewing tastes have been shaped by their engagement with the new genres of content that are emerging on social-video platforms. Panelists include:

 

2:45-3:40PM
Cypress Room
Strengthening the TV Everywhere Proposition

Pay-TV has seen continued erosion of its video-subscriber base over the past year, and this trend looks set to continue--with one prominent industry analyst predicting the industry will see annual video-sub losses of 2 million per year going forward. TV Everywhere was conceived in order to stanch these losses and help pay-TV stave off the cord-cutting threat posed by Netflix and other SVOD services, by providing its subscribers with easy, multiplatform access to the content they've already paid for through their pay-TV subscription. This session will pose the question: Can TV Everywhere still help protect pay-TV from cord-cutters and cord-shavers (as well as increase its appeal to cord-nevers) and, if so, what needs to happen in order for it to do so?

Topics to be addressed include: The status of ongoing initiatives from CTAM and the OATC respectively to improve the marketing and the user experience of TVE--how much progress has been made towards educating the market about TVE and making TVE seamless and consistent across platforms?; the evolving consumer expectations that must be taken into account when developing a TVE service; how to make TVE advertising more engaging; the potential impact on the TVE space of the 2016 Olympics; the significance of apps, such as the one recently launched by Starz, that combine TVE and standalone OTT services; the latest innovations in TVE app design; and whether TVE apps, inasmuch as they are freed from the restrictions of the set-top box, can help drive creativity and innovation in the pay-TV UI/UX in general. Panelists include:


3:40-3:50PM
Schmoozing and Networking Break, Sponsored by Breakaway Communications


3:50-4:45PM
Ventana Room
Fostering the Next-Generation Creators

This session will explore the industry that has emerged to foster, promote, distribute and monetize creativity on YouTube, Periscope, Vine and other social-video platforms. A panel that represents some of the leading companies in this space, as well as a "chorus" of social-video creators who are their potential customers and partners, will attempt to determine where this industry is heading, whether it is truly meeting the needs of creators, and what its significance is for the TV/video space in general--not least in light of recent research that seems to suggest that Millennials consider social-video creators "more relatable" and influential than traditional TV and movie stars, and prefer social-video content to traditional TV programming. Panelists include:

Chorus members include:

 

4:45-5:40PM
Ventana Room
Virtual Reality: A Creative Explosion?

"It's not storytelling. People have been trying to do [virtual reality] storytelling for 40 years. They haven't succeeded." Ed Catmull, co-founder of Pixar.

This session will provide an overview of contemporary creativity in the virtual reality space--as well as of the new tools and other developments that are emerging to foster that creativity--while simultaneously examining whether, despite Ed Catmull's opinion to the contrary, VR can indeed be a medium for storytelling, or will instead lend itself more naturally to other forms of creativity.

Questions to be addressed include: In light of the fact that many of the people now creating VR content got their start in film and TV, how are they adapting or reinventing cinematic storytelling techniques for a medium which by definition eschews a fixed camera POV? What does it mean to be an "auteur" in this new medium? What are the creative advantages of each of the emerging VR platforms and cameras? What role will sound design play in the development of vivid and immersive VR experiences? How can VR viewing data be used in order to gain a better understanding of what engages and entertains viewers? What are established media companies doing to encourage and support VR creativity? What role are independent VR producers playing in the development of this new medium? And what emerging technologies and market trends are likely to influence the development of VR creativity going forward? Panelists include:


5:40-6:00PM
Ventana Room
Interactive Closing Session

This open-mic session will give attendees the opportunity to share their thoughts on the issues that will be shaping our industry in the coming months and beyond, and to suggest topics they would like to see discussed at the next TV of Tomorrow Show--which will take place in New York City in early December. Strawberries and champagne will be served during the session.

 

TVOT SF 2016 "Agents Provocateurs":