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ANNOUNCING THE SCHEDULE OF SESSIONS FOR THE TV OF TOMORROW SHOW 2018

 

ITVT is pleased to announce the schedule of sessions for the TV of Tomorrow Show (June 13th-14th at the Golden Gate Club in the Presidio of San Francisco).

 

Tickets to TVOT 2018 (priced at $1,275) are still available for purchase here.

 

We will be announcing more details about a number of TVOT 2018 panels, firesides and presentations in upcoming issues of the ITVT newsletter.

 

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

 

PHOTOS

 

SCHEDULE OF EVENTS FOR WEDNESDAY, JUNE 13TH

 

8:30-9:00AM

Ventana Room and Lobby

Registration, Breakfast, Schmoozing and Networking, Sponsored by Videa

 


9:00-9:10AM

Hawthorn Room

Welcoming Address by Tracy Swedlow, Editor-in-Chief of ITVT

 


9:10-10:00AM
Hawthorn Room

Voice Assistants and the Future of Television
 

Voice-control technology is no longer a rising trend, but is becoming a standard in the home and a key component for TV manufacturers as they strive to become a central hub in the connected home. With voice assistants reaching ubiquity on new televisions, consumers will be able to access IoT devices from anywhere--from checking the video feed from their doorbell to using AI-equipped earbuds to start the next episode of their favorite TV series when they walk in the door. What opportunities does this create for device manufacturers, broadcasters, MSO's and advertisers? What innovations are expected to drive consumer adoption? This panel will examine the emergence of voice-assistant technologies and what it means for the television and the connected home. Panelists include:

 

 

 

9:10-10:00AM
Cypress Room

Blockchain and Video

Blockchain technology--defined since 2015 by the Oxford English Dictionary as "a system in which a record of transactions made in Bitcoin or another cryptocurrency is maintained across several computers that are linked in a peer-to-peer network"--is today being widely touted as having the potential to significantly disrupt the TV, video and advertising industries. This session will examine the validity of the claims being made for Blockchain's disruptive potential, with panelists addressing such questions as: How might Blockchain be used to improve the effectiveness and trustworthiness of advanced-advertising solutions? How might it facilitate the encoding, distribution, promotion and monetization of video? What is its potential to empower smaller content creators? How can it be used to make video more personalized and interactive? To what extent could new Blockchain-powered video-distribution services present a challenge to established online-video players such as Netflix and YouTube--and how, on the other hand, are established media companies looking to take advantage of the technology themselves? And what possible problems are raised by Blockchain's inherent decentralization, and how are they best overcome? Panelists include:

 

 

10:00-10:10AM

Schmoozing and Networking Break

 

 

10:10-10:35AM

Hawthorn Room

Fireside: Sandeep Gupta, VP of Smart TV and Home Products, Amazon, in Conversation with Janko Roettgers, Senior Silicon Valley Correspondent, Variety

In conversation with Janko Roettgers, Senior Silicon Valley Correspondent for Variety, Sandeep Gupta, VP of Product Development for Amazon Fire TV, will discuss Fire TV's evolution, its integration of voice and AI technology, the impact of OTA on consumer viewing habits, how Amazon is attempting to simplify the entertainment experience for viewers, how technology is changing the way that consumers interact with their TVs, and more.

 

10:35-11:05AM

Hawthorn Room

Fireside: Tosca Musk, CEO, Passionflix, in Conversation with Colin Dixon, Principal Analyst, nScreenMedia

What does it take to build an SVOD service from scratch? For many, it starts with a passion for the content coupled with a recognition of the opportunity. Such is the case for Passionflix, a new video service aiming to capture the attention of the millions of women who enjoy romance novels. A key strategy of the service is to create original movies based on popular novels in the genre, including "Hollywood Dirt" and the just-released "The Matchmaker's Playbook."

Tosca Musk is the power behind Passionflix, directing the movies and leading the company. In this candid conversation, she will give insights into the inner workings of a burgeoning video service. Topics to be discussed include: building a content library; finding and nurturing your audience; how much to charge for the service; discovery and the "barometer of naughtiness"; and combining business sense with social consciousness.

 

  

11:05-11:55AM

Hawthorn Room

ACR and Measurement


Smart TVs are predicted to be in 75% of all American homes within the next three years and the Automatic Content Recognition (ACR) Data from those smart TVs is changing the way the industry looks at measurement. ACR data, which measures viewing from any and every device, is being used to power everything from multitouch attribution to dynamic ad insertion on linear TV. This panel will look at how ACR data is shaking up the industry, who the major players are, how the industry is dealing with privacy concerns and what the future of measurement will look like. Panelists include:

 

 

 

11:05AM-11:55AM

Cypress Room

A Sure Bet? Visualizing the Future of TV Sports

This session will identify key recent developments impacting sports programming on TV and other platforms, and debate how these developments will shape the future of the medium. Questions to be answered include: How will the Supreme Court's recent decision to allow states to legalize sports betting impact the TV business? Why are large technology and social-media companies pursuing sports rights so aggressively right now, how big a threat is this to the networks, and how are the latter fighting back? Following the recent launches of standalone direct-to-consumer sports-video services from Turner and ESPN, should we also expect the leagues themselves to begin pursuing aggressive D2C strategies? How is sports content being consumed on social-media platforms and is its availability on such platforms enabling it to reach new audiences? How can TV providers use data to drive viewership of, and engagement with, sports programming? What innovations in sports programming genres and in advertising/monetization are we seeing as sports migrates to new platforms? And which emerging technologies are likely to have the largest impact on the future of sports programming? Panelists include:

 

 


11:55AM-12:20PM

Hawthorn Room

Presentation: Alan Beard, Chief Brand Officer, Otter Media

 
Fragmentation is the best thing that ever happened to TV--endless choices mean viewers only engage with the content and creators they love. As they shift from passive audiences to empowered fandoms, viewers take on a greater sense of ownership and deeper emotional intensity that manifests itself in ways traditional TV never imagined. 
 
Otter Media gets to see these thriving fandoms up close every day at Rooster Teeth, Crunchyroll, VRV, Hello Sunshine, and Fullscreen. Brand partners come on board to be sponsors--alongside the fan sponsors who were there first--thus fueling the fandom and being embraced as a welcomed contributor to the community instead of an interrupter of content. 
 
Alan Beard, Chief Brand Officer of Otter Media (a joint-venture between The Chernin Group and AT&T), will dig into these insights and more, including the uniqueness of identity media economies, the end of generational marketing, and the seemingly unresolvable tension between passion and scale.
 

 

11:55AM-12:20PM

Cypress Room

Driving the Future: Why New Mobility Matters to Digital Broadcast, Content and Services 

From connected cars, commuters and travelers; to data-rich partnerships between smart cities and multi-modal mobility providers; to the accelerating global race for true self-driving cars--all will affect consumers. But will these trends also provide new opportunities for the digital television and broadcast community? Join us for a fireside chat with Arthur Orduna, ITV/cable television veteran and current Chief Innovation Officer for Avis Budget Group. From their partnership with Waymo to manage their self-driving fleet in Phoenix, to their new Mobility Lab in Kansas City and their ever-growing fleet of connected cars, we'll explore what he and his colleagues are doing to potentially 
create new opportunities for digital content and services. 

 

12:20-1:15PM

Hawthorn Room

Is Bigger Always Better? A Discussion about TV, Data and Social Networks

In biology, size determines many things--metabolism, acceptable shapes of bodies, volume-to-height ratios. They call this the 3/4 power-scaling rule, and it's manifest throughout the natural world. In social systems, similar laws pervade that order everything from the ratios of the sizes of cities, the frequency of words, the popularity of content, and the return on movies. These patterns beg the question as to whether such orderings are the result of our nature or our social order. 

How does this matter to TV and advertising? Many of the same questions persist? Why are big shows more valuable? Why do shows scale the way they do? What are the implications as more and more content appears on closed systems? And what of advertising? 

This panel will attempt to ask some of these fundamental questions in an era when share viewing means something very different than it was years ago. Panelists include:

 

 

12:20-1:15PM

Cypress Room

Understanding the Market for Original Digital Programming

This session will explore recent developments in the evolving market for original digital programming and examine how we might expect this market--which according to at least one study is anticipated by double in size by 2022--to develop in the coming years. Questions to be addressed include: What new platforms and new types of programming bundles are opening up for original digital programming? What are the implications for the space of Facebook's decision to change its News Feed algorithms? What kinds of innovations in production methods and in distribution and monetization strategies are players in this space introducing and how effective are these innovations proving? Which kinds of content (niche, long-form, short-form, etc.) are proving most successful and why? Who are the audiences for original digital content, and is their composition changing? And what could be the impact of ATSC 3.0 (with, for example, its potential to open up new distribution options) and other emerging technologies on the space? Panelists include:

 

 

 

1:15-1:55PM

Lunch, Schmoozing and Networking, Sponsored by Inscape

 

1:55-2:45PM

Hawthorn Room

AI-Powered Media Is Clearly the Future--But Is It the Present? 
 

In the past year, we have seen robust AI platforms and cognitive-computing solutions productized and packaged for content owners, distributors and advertisers. Cloud platforms including Microsoft Azure, Google Cloud, IBM Watson, and Amazon AWS are delivering compelling AI-powered media solutions. The tech is real, the tools are undeniably cool and the buzz is thick. Video is a trifecta for these cloud platforms driving heavy CPU cycles, storage and bandwidth--but what are the core business cases and implications for the entertainment industry? Panelists include:

  • Ethan Dreilinger, Senior Client Solutions Engineer, IBM Watson Media
  • Scott Maddux, VP of Business Development, TiVo (Moderator)
  • Randa Minkarah, COO, Transform Digital
  • Tim Plowman, Principal Engineer & Developer Experience Architect, Internet of Things Group, Intel Corporation
  • Martin Wahl, Principal Program Manager, Cloud AI & Cognitive Services, Microsoft

 

 

1:55-2:45PM

Cypress Room

Ad-Supported VOD

While Netflix dominates the VOD universe, there's a growing set of ad-supported VOD apps and platforms that are starting to see real traction, both in terms of viewers and advertisers. This panel will look at the advantages these digital platforms can offer in terms of ads that are more targeted, more interactive and more easily measured, and talk about who is doing it right, what they're doing, what's in it for advertisers, and what's in store for the future of this rapidly growing sector. Panelists include:

 

 

 

2:45-2:55PM

Schmoozing and Networking Break

 

 

2:55-4:45PM

Hawthorn Room

ATSC 3.0 Super-Session

Continuing on the track started at TVOT NYC 2017, we have gathered some of the best and most creative minds in the industry to tell us where ATSC 3.0 is going--and what we all need to do to get there! ATSC 3.0, like our current digital standard, is Over The Air (OTA) television, with serious enhancements: IP-based, secured (having the ability to support, for example, nationwide linear pay-TV channels), and potentially capable of reaching every television set, every tablet, every phone and every car in the US.

But like all broadcast, it's one-way, with no natural return path. To provide the kind of products and services consumers expect, we need to integrate the ATSC 3.0 broadcast signal with Cable Broadband/WiFi and/or Telco wireless. Easy to say, really complicated to do--particularly when it comes to meeting viewers' demands for single-device experiences. And for the record, our consumers never want to hit the "settings" button on their handheld devices again (and of course it's virtually impossible to figure out "settings" on a smart TV).

We will once again have two panels: devoted to Technology/Platform and Content/Business respectively. And both will start with the use-case recently made possible by the US Supreme Court: sports betting on broadcast television. Imagine a viewer who wants to place a bet on which wide receiver is going to make a catch on the next play in an NFL game on broadcast television. Fun idea. We'll figure out how to do it, and much, much more! 

Panelists for Part One, Technology/Platform (2:55-3:50PM), Include:

  • Mark Corl, SVP of Emergent Technology Development, Triveni Digital/Chair, ATSC 3.0 Ad-Hoc Group on Interactive Content
  • Chet Dagit, CEO, Lokita Solutions
  • Kevin Flanagan, Video Solutions Consultant, Google
  • Rick Howe, The iTV Doctor (Moderator)
  • John Lawson, Executive Director, AWARN Alliance
  • Louis Libin, Managing Director of Strategy, HC2 Broadcasting
  • Oren Williams, Industry Partnerships, Dolby Laboratories

 

Panelists for Part Two, Content/Business (3:50-4:45PM), include:

 

 

2:55-3:50PM

Cypress Room

Influencer-Marketing in Social Video

This session will examine key recent developments in influencer marketing and branded content on social-video platforms, and explore the impact that this burgeoning form of marketing could have on the future of television and advertising in general. Panelists will address such questions as: What are the implications for the space of Facebook's recent news-feed algorithm changes and new policies on branded content? What kinds of regulatory changes might we expect to see going forward, in light of the FTC's stated concerns about undisclosed brand-influencer partnerships? How should brand-safety issues be addressed? How can campaigns combine the strengths of the various social-video platforms? What new technologies, services and metrics are available to link brands with influencers and to enable brands to judge the effectiveness of their campaigns? What are the advantages and disadvantages of developing content for influencers to distribute rather than having the influencer develop their own content? And which large media companies and advertising agencies are eyeing the influencer-marketing space and why? Panelists include:

 

 

 

3:50-4:45PM

Cypress Room

Reaching and Engaging Audiences OTT

There's a two-fold issue facing the OTT industry right now: audiences have more places to watch content, and digital content creators have more places to distribute that content. So, in a landscape where choice is king, what are the best ways for content owners to ensure that their content reaches its audience?

This panel will discuss effective strategies for OTT content delivery--ranging from production all the way to distribution--and identify the best ways to increase audience engagement (tune-in), while angling the content to keep viewers coming back for more (retention). The goal of the session is to provide attendees with meaningful takeaways that they can quickly implement into their business models, networks and platforms large or small. Panelists include:

 

 

4:45-5:40PM

Hawthorn Room

Peak TV: Is the Bubble about to Burst?

Since 2015, when FX CEO, John Landgraf, coined the term, "Peak TV" (by which, he explained, he meant that "there is simply too much television"), the amount of programming being produced continues to grow apace: according to FX's own research, the number of scripted series airing in the US increased from 455 in 2016 to 487 last year. Much of this increase is driven by huge investments in original programming on the part of Netflix, Amazon, Hulu and other online video players. Yet while one might think that Peak TV was a positive phenomenon for viewers at least, a recent report from Hub Entertainment Research found that consumers feel increasingly overwhelmed by the number of programming choices available to them and are finding it more and more difficult to find the programs they want to watch.

This panel will explore whether the Peak TV phenomenon is sustainable or the bubble is about to burst (which Landgraf himself has predicted will happen this year and next); and will debate the impact of either scenario on the production, distribution, marketing, presentation/aggregation and monetization of scripted and unscripted TV respectively. Panelists include:

 

  • Sherry Brennan, SVP of Distribution, Fox Networks
  • Jaime Davila, President, Campanario Entertainment
  • Kalen Egan, Producer ("Man in the High Castle," "Philip K. Dick's Electric Dreams")
  • Rabih Gholam, President of Unscripted Television, Studio71
  • Jon Giegengack, Principal, Hub Entertainment Research (Moderator)
  • Ethan Goldman, Partner/President of Entertainment, Anchor Worldwide

 

 

4:45-5:40PM

Cypress Room

TV, Data and Mobility

While much of the initial interest in mobile devices was related to digital behavior and response to mobile ads, more recently the focus has been on the power and potential of linking TV viewership to location data.  In other words: what have we learned--or can we learn--about television advertising from location data?  And how can we use the location data to improve how we market to consumers through TV? This panel will share their experiences in TV + Mobile, and will discuss both the opportunities and challenges that we face. Panelists include:

  • Ocean Fine, VP of Agency and Strategic Partnerships, Factual
  • Jeff Huter, VP of Enterprise and Channel Sales, PlaceIQ
  • Helen Katz, SVP/Director, Global Analytics and Insights Practice, Publicis Media (Moderator)
  • Sable Mi, VP/Head of Research and Insights, NinthDecimal
  • Arthur Orduna, Chief Innovation Officer, Avis Budget
  • Mark Risis, Head of Global Data Partnerships, Watson Advertising, IBM

 

 

5:40-7:30PM

Ventana Room and Beyond

Cocktail Reception, Sponsored by comScore

Presentation of the 15th Annual Awards for Leadership in Interactive Television

 

SCHEDULE OF EVENTS FOR THURSDAY, JUNE 14TH

 

8:30-9:00AM

Ventana Room

Registration, Breakfast, Schmoozing and Networking, Sponsored by Videa


9:00-9:05AM

Hawthorn Room

Welcoming Address by Tracy Swedlow, Editor-in-Chief of ITVT

 


9:05-9:55AM
Hawthorn Room

TV Data of Today 

TV visionaries have been working hard to replace the traditional linear television data plumbing system. OpenAP holds the promise of significant improvement to the current system, but innovation is happening faster in OTT than in legacy TV. Data has recently been a focus in the media as it relates to regulatory concerns, but there is also a significant shift underway in how marketers are leveraging data. This panel will explore what can be done with data currently within existing guidelines, and will also provide guidance on how companies can move quickly to adjust strategy in response to emerging regulations while focusing on data as a foundation for people-based marketing. From GDPR to GTFOH, the panel will cover all things data. Panelists include:

 

 

 

9:05-9:55AM
Cypress Room

Content Innovators Roundtable

This session will explore the new kinds of programming that are emerging natively on (and across) social-media, OTT, mobile and other new distribution platforms. Panelists, representing a range of companies that have successfully developed such new programming formats, will cast light on the thought processes that led to their creation, share some of the lessons learned from their production and distribution efforts, and report on how viewers have been responding to them to date. In addition they will explain the ways in which these formats differ fundamentally from traditional programming and what they might therefore tell us about the future of TV content and about the evolving relationship between creator and audience; and will evaluate their potential to enable new monetization strategies and business models. Panelists include:

 

9:55-10:05AM

Schmoozing and Networking Break

 

10:05-10:55AM

Hawthorn Room

The Renaissance of Local TV Advertising

This session will explore how local broadcasters are leveraging new standards, platforms, technologies and methodologies in order to make local TV advertising more engaging and efficient, and to extend the reach of their advertising capabilities into new areas. Topics to be addressed include: the significance of the new TV Interface Practices (TIP) Initiative (which defines itself as "an industry work group dedicated to developing standard-based interfaces to accelerate electronic advertising transactions for local TV broadcasters and their media agency partners"); how ATSC 3.0 could improve audience measurement and enable new formats for local TV advertising; how and why local broadcasters are embracing OTT/connected-TV; and how big a shift to digital we might expect to see in local advertising markets over the next few years. Panelists include:

 

 

10:05-10:55AM

Cypress Room

Immersion: The Impact of VR and AR--Now and Next


Learn from leaders across the spectrum of the industry about the very real implications of immersive technologies--in storytelling, IP-extending experiences, and consumer fandom--that are happening right now or coming in the very near future. Panelists include:

 

 

 

10:55-11:45AM

Hawthorn Room

ATSC 3.0 Leaders Roundtable

This session will bring together leaders and other key decisionmakers from the consortia, station groups and industry organizations that are driving the implementation of broadcast television's new ATSC 3.0 (Next-Gen TV) standard. Panelists will report on the progress that has been made to date, and engage in a frank discussion of what still needs to happen in order for the new standard to succeed, including which issues still need to be resolved, which actions need to be prioritized, how best to educate the public, and more. Panelists include:

 

 

 

10:55-11:45AM

Cypress Room

Live and Interactive!

This session will explore why live interactive programming has become such a phenomenon in recent months--whether on established broadcast and pay-TV networks, on social-media platforms, or on standalone apps such as HQ Trivia--and attempt to predict how this phenomenon will play out going forward. Topics to be discussed include: the new kinds of programming formats and monetization strategies that are emerging in this space and how they differ from traditional TV and online-video models; the ways in which viewers are consuming and/or interacting with live programming; how live, interactive video content is being marketed by content providers and discovered by viewers; issues of scalability and other potential roadblocks ahead; and the ways in which we can expect to see live interactive video programming evolving over the coming months and years. Panelists include:

 

 


11:45AM-12:40PM

Hawthorn Room

Addressable Advertising and DAI

This session will examine the latest developments in dynamic ad insertion (DAI) and addressable advertising, which are changing both linear, and non-linear, ad-supported media across all platforms. The panel will explore the activities and implementations that media publishers, advertising agencies, brands, and their vendors are exploiting in this area. Panelists include:

 

 

 

11:45AM-12:40PM

Cypress Room

Unity in Diversity? The Future of Content Discovery, Personalization and the TV UX

This session will bring together a group of technology providers and UI/UX designers, in order to identify the new solutions for content discovery/recommendation, application-development, personalization, device-control (including voice-control technologies), and more that are likely to have the greatest impact on the future of the television/video experience. The panelists will then attempt to visualize how designers and other interested parties can leverage these emerging UI/UX technologies to develop new television interfaces which--rather than simply repeating traditional design paradigms--truly realize those technologies' potential to improve how we access our content. In particular, they will take into account the fact that, while television is now more than ever a cross-platform medium, it nevertheless needs to present the viewer with a unified experience. Panelists include:

 

 

12:40-1:10PM

Hawthorn Room

Fireside: David Bohrman, CEO, Political Voices Network, in Conversation with Talk Radio Star, Thom Hartmann

David Bohrman, one of the most recognized names in television political journalism and an innovator during his decades leading news teams at ABC, MSNBC, CNN, Pseudo TV and Current TV, and Thom Hartmann, a leader in progressive talk radio who is a New York Times best-selling author of 25 books and a true Global Citizen, will have a wide-ranging and provocative fireside chat about the evolution of political discourse across media platforms--where it's been and where it's headed--and about their new venture, Political Voices Network. 
 
Among the questions they'll seek to address: Is the current political-media landscape healthy or unhealthy and why? What are legacy political news outlets doing wrong? And what are they doing right?  How do political news outlets build--or rebuild--trust with consumers? How will the "TV of Tomorrow" impact the way politics are disseminated and debated? Where and how might citizens seek and receive information about elected officials and political candidates in 5 years? 10 years? And can a new content service thrive in an arguably crowded marketplace? 

 

 

1:10-1:50PM

Lunch, Schmoozing and Networking, Sponsored by Inscape

 

 

1:50-2:15PM

Hawthorn Room

Fireside: Advertising Innovation at NBCUniversal


NBCUniversal hit the ground running in 2018, announcing such developments as Prime Pods, commercial innovation initiatives and CFlight, which it calls "the industry's first unified metric." Hear from Jenny Burke, SVP of Advertising Sales Strategy, and Jonathan Bohm, VP of Strategic Insights and Research, about the strategy behind these announcements and what's next. The conversation will be moderated by Tilde Herrera, Opinions Editor of AdExchanger. 

 

 

2:15-2:50PM

Hawthorn Room

From Internet of Things to "Internet of Intelligence"

Consumers are craving Internet and Intelligent connectivity solutions that will help them manage their lives. A recent CTAM study conducted by Magid examines how the proliferation of connectivity is changing the way consumers engage with content, information and the world around them. Learn why time, experience and trust are all invaluable components to winning the new connected consumer. Participants include:

 

 

 

1:50-2:50PM

Cypress Room

Understanding the Multiplatform Video Infrastructure

This session will bring together representatives of some of the leading companies and organizations developing the technological infrastructure for multiplatform video, both to report on the latest innovations in the space and to debate how this infrastructure might evolve going forward. Topics of discussion (among many others) will include: the roles that will be played by AV1, HEVC and other new standards; the impact on the space of the possible demise of Net Neutrality; the potential of Android as a TV platform; new tools that are being developed to support the various different flavors of OTT TV, such as SVOD, AVOD, TVOD and live video; how the industry is addressing latency and other ongoing issues; the role of the cloud; and how AI, Machine Learning and other emerging technologies are finding new applications in multiplatform video. Panelists include:

 

 

 

2:50-3:40PM

Hawthorn Room

Pay-TV Fights Back

While revenues generated by Netflix and other OTT TV services are certainly growing rapidly, they are still dwarfed by those generated by cable, satellite and telco TV: according to a recent report from Convergence Research, OTT TV revenues totaled $11.9 billion in 2017, while pay-TV revenues totaled $107.6 billion. This session--which will bring together representatives of the MVPD's and the technology providers that serve them--will examine the ways in which the pay-TV industry is innovating in order to maintain its dominance in the face of the challenge posed by new distribution systems. Panelists will update the community on the diversity of product--including TV Everywhere, On Demand, interactive programming enhancements, addressable advertising, STB data solutions, linked media, incorporation of social video and other OTT content onto the pay-TV EPG, and more--that pay-TV is now offering, and will cast light on key innovations in the space that we can expect to see rolled out in the coming months and years. Panelists include: 

 

 

2:50-3:40PM

Cypress Room

Towards a Cross-Platform Measurement Currency

This session will explore the new ways in which viewing is being measured and advertising sold, as television becomes an increasingly cross-platform medium--and will attempt to identify the most pressing questions that still need to be raised and answered as this evolution progresses. Issues to be addressed include: How is viewing being measured on digital venues such as Facebook and YouTube, how accurate are the measurement technologies and techniques that are being employed for this, and in what ways do they differ fundamentally from those for measuring traditional TV? While we hear a lot about advertising money going "from TV to Digital," what exactly are the facts? How much of "Digital" advertising is actually competitive with TV advertising anyway? And how close are we to having a common currency for measuring cross-platform viewing and for buying and selling TV advertising across platforms? Panelists include:

 

 

 

3:40-4:30PM

Hawthorn Room

Creators in Crisis: Whither Social Video?

This session will examine the impact on the YouTube creator community of the company's new "advertiser-friendly content guidelines" and of the new eligibility requirements for its Partner Program that were unveiled earlier this year. In addition to assessing the ongoing effects of these new policies, panelists will explore emerging strategies that are available to social-video creators for distributing, promoting and monetizing their content, and will attempt to predict how the ongoing "monetization crisis" will shape the future of social video. Panelists include:

 

 

 

3:40-4:30PM

Cypress Room

Cord-Shifting Is Not Cord-Cutting

TV isn't dying and cord-cutting isn't happening. No matter how much certain tech writers want it to be so. 70% of the viewers leaving traditional MVPDs are signing up for virtual MVPDs instead, where they're paying a monthly fee to watch network television, often live network television. These "cord-shifters" have fueled the rapid growth of vMVPDs over the past year, with even more rapid growth to come. This panel will look at why these new systems are so popular, what the various business models are, how advertisers are taking advantage of them, and why they are the likely to beat out a system based on individual network apps. Panelists include:

 

 

 

4:30-4:40PM

Schmoozing and Networking Break

 

 

4:40-5:10PM

Hawthorn Room

Branded Content Fireside

With more and more brands developing their own content, there is a massive demand to work with Hollywood producers to create entertaining and compelling brand integrations. When properly executed, brand integrations allow producers to bring in an additional revenue stream while still being able to lead the creative direction of the content.

In this fireside session, Caressa Douglas, SVP of Global Strategic Partnerships at Branded Entertainment Network (BEN), and Randall Keenan Winston, Co-Executive Producer of "Roseanne" and "Grace and Frankie," will discuss this trend and the untapped opportunity for producers in a fragmented marketplace. They will share best practices, successful examples of brand integration, and tips for producers looking to establish fruitful partnerships with brands behind the scenes. 

 

 

5:10-6:00PM

Hawthorn Room

The Big Picture: Advertising and the TV of Tomorrow

The TVOT SF "Grand Finale" panel will see a roundtable of advertising experts debating which emerging developments, technologies and methodologies--including ATSC 3.0, AI/ML, tcommerce, interactivity, Blockchain, programmatic buying and selling, ACR, connected TV, branded content, influencer marketing, and more--will have the biggest impact on the future of TV advertising and which--if any--have been overhyped. In addition, they will attempt to predict the trends that we can expect to see in advanced-TV/video advertising over the coming months and years, placing those trends in the broader context of their respective visions of the future of television and video in general. Expect a lively discussion--with audience participation strongly encouraged!

 

 

 

TVOT SF 2018 Agents Provocateurs:

Agent Provocateur is a role unique to The TV of Tomorrow Show. Selected because of the significant work they and their companies have done to further the advanced-TV industry, TVOT Agents Provocateurs are panelists-without-portfolio, as it were, whose purpose is to catalyze discussion by asking informed questions from the floor and engaging in interesting conversations with attendees. Agents Provocateurs for TVOT SF 2018 include: