Bill Sheppard is Chief Digital Media Officer for the Client Software Group at Sun Microsystems. Upon joining Sun in 1997 he launched Sun's digital television initiative and has led efforts to craft global standards for next-generation television technology. Mr. Sheppard works with cable and satellite operators, broadcasters, studios and other content providers, device manufacturers, governments, and standards bodies worldwide to drive the architecture, development, and adoption of standards-based digital TV technology. Mr. Sheppard is also a Director of the Blu-ray Disc Association and a member of the Academy of Television Arts and Sciences.  Mr. Sheppard, an accomplished trombonist, holds a B.S. in Computer Engineering from Iowa State University.