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[itvt] Presents...TVOT NYC Intensive: The Rise of the ITV Economy--Commercials, Content, Commerce and Clicks


[itvt] Presents...TVOT NYC Intensive: The Rise of the ITV Economy--Commercials, Content, Commerce and Clicks

Unique Event Will Enable Advertisers, Agencies, Broadcasters and Other Stakeholders to Engage in Productive Dialog with Canoe Ventures, the Company Charged with Implementing Cable's Vision for a National Interactive TV Platform


[itvt] is pleased to present TVOT NYC Intensive, a unique dialog event that will take place in New York City on Thursday, November 18th, 2010 and that will build on the success of our annual TV of Tomorrow Show (Spring, 2011, San Francisco), now in its fifth year.

TVOT NYC Intensive will focus on the new national interactive TV platform--primarily on the EBIF-based national cable ITV platform, but also on that platform's relationship with the major US satellite and IPTV platforms, and with the emerging connected and hybrid TV spaces. It will explore how brands, agencies and broadcasters can monetize this new platform through advertising and commerce, and on how they can take advantage of the new opportunities for measurement and consumer data generation ("clicks") that the platform makes possible. The event will also examine the potential of the platform to disrupt established television programming genres and business models and reshape the economics and the ecosystem of TV.



The event's presenting sponsor is Canoe Ventures, the company charged with implementing the US cable industry's vision for a national platform for interactive TV and advanced advertising. Not your typical tradeshow or conference, the event will give interactive TV industry stakeholders, including broadcasters/programmers, advertisers/agencies, retailers, application developers, technology providers, and others, a unique opportunity to engage in direct, productive dialog with Canoe Ventures, and--through questions, feedback and frank, face-to-face discussions--to have a voice in shaping the US cable industry's interactive TV vision.


Museum of Arts and Design, 2 Columbus Circle, New York, NY

TVOT NYC Intensive will be held at the Museum of Arts and Design (a.k.a. the MAD museum, http://www.madmuseum.org). The museum is located in the heart of Manhattan at 2 Columbus Circle, next to Central Park, the Time Warner Center, the Empire Hotel, the Trump International Hotel, and the CNN building. The architecturally significant venue houses a theater on the ground floor, two floors of art galleries, an area for hands-on workshops, a greatroom on the 7th floor for plenary sessions and vendor booths, and the high-design Robert Restaurant (http://robertnyc.com) on the 9th floor. It is easily accessed via the 1, A, B, C and D (59th St-Columbus Circle); and the N, Q, R and W (West 57th Street) subway lines.


TVOT NYC Intensive will offer three tracks, led by moderators who have been selected for their ability to foster intelligent and interactive discussion. The goal will be to encourage sharing of insider information through well-directed community dialog in an intimate setting.

  • The Debate and Discussion Track will feature sessions, panels and one-on-one interviews/fireside chats. Topics to be covered include: what the new interactive TV economy means for Madison Avenue; social media and the national interactive TV platform; opening up cable APIs to enable 3rd party development; integration with 3rd party devices such as the iPad and the Android platform; the relationship between interactive TV, data generation and targeted advertising; new opportunities for measurement and analysis that are made possible by the national interactive TV platform; how interactive TV commerce can reshape the economics of television; what broadcasters, brands and agencies want from Canoe and the national interactive TV platform; outreach and evangelism: how to drive consumer awareness and adoption of interactive TV; how to make interactive TV advertising easier to buy, use and measure; whether cable, satellite and telcos can work together on a united national interactive TV vision; how interactive TV can change the nature of TV programming; the evolving relationship between cable and connected TV; the future of EBIF, tru2way and hybrid TV; designing interactive TV user experiences for national deployment; and much more.
  • The Show and Tell Track will feature 1) presentations in which broadcasters explain their interactive TV strategies to advertisers, agencies and other stakeholders; 2) demonstrations of relevant new technologies, services and user experiences; 3) new product unveilings; 4) real-world case studies on interactive TV advertising, measurement, data generation, targeting and other relevant topics; and 5) best practices showcases covering such topics as ensuring interactive application/interface usability, designing interactive services that facilitate consumer data generation, incorporating commerce into interactive ads, and more.
  • The Roundtable Track will allow smaller groups of attendees (10-40 people, who have signed up for each roundtable on a first-come-first-served basis) to 1) get their questions and concerns answered by subject matter experts in a more intimate setting; or 2) to participate in hands-on workshops (for example, workshops on techniques for designing RFI or tcommerce interactive ads, sports/programming apps, etc.).

In addition to these three tracks, the event will feature vendor booths and a small interactive TV-related art exhibit. Attendees will also be able to explore the museum's various exhibits and galleries, which should provide a conducive setting for schmoozing and informal meetings.


A number of different sponsorship and exhibition opportunities are available. Benefits include free passes to the event, extensive logo visibility at the event, advertising banners in the [itvt] newsletter and on itvt.com, the ability to sponsor both TVOT NYC Intensive and the TV of Tomorrow Show 2011 in a package deal, and more. For more information, contact Tracy Swedlow at (415) 824-5806 or swedlow@itvt.com


[itvt] has already confirmed an initial line-up of speakers, panelists and workshop leaders for TVOT NYC Intensive, but we are still open to your suggestions for topics you would like to see covered on the event's schedule, and for speakers you would like to see participate in the event. Please contact Tracy Swedlow, at swedlow@itvt.com or 415-824-5806, to discuss your proposal. Please note that [itvt] is not a pay-for-play organization and that speakers do not have to pay any fee to participate in our TVOT events.

CONTACT: Executive Producer, Tracy Swedlow, [itvt], 415-824-5806 (o)  415-608-4766 (c), swedlow@itvt.com

PRESS:  Tracey Sheehy, Breakaway Communications, 212-616-6003 (o) 908-705-4596 (c), tsheehy@breakawaycom.com 



"A huge 'thanks and well done' to all of you--I thought the event was well-received, smoothly run, nicely moderated and strongly led (workshop-wise, that is!). A pleasure working with you, and looking forward to more?" -- Arthur Orduna, CTO, Canoe Ventures (Premiere Sponsor "TVOT EBIF Intensive" 2010)

"An important note to say a HUGE thank you for doing such a great job last week. We were delighted with all aspects of the show and look forward to supporting the event next year....You once again created a truly special and differentiated show, with quality and original panels, and a great group of mover and shaker attendees. We were delighted with the quality of conversations we had. Equally, the papers were of a high standard, as were the speakers. Tracy, Richard and their team are to be commended for creating a differentiated event that was both productive, and yet unusually enjoyable." ? Sam Pemberton, CEO, The Softel Group (2007, 2008, 2009, 2010 Premiere Sponsor)

"It's one thing to get the smartest people in the industry together on panels. It's quite another to be able to get them to offer truly enriching insights. The TV of Tomorrow Show excels at both." -- Edgar Villalpando, SVP of Marketing, ActiveVideo Networks (2007, 2008, 2009, 2010 Platinum Sponsor)

"This is one of the few events where I'm sure I'll meet the right people at the right place with the right topics to discuss. Not to mention, it's always a lot of fun!" -- Steve Tranter, VP of Broadband and Interactive, NDS (2007, 2008, 2009, 2010 Sponsor)

"Awesome, awesome job!!!" -- George Schweitzer, President of Marketing, CBS

"Wanted to take a moment to thank you for *another* terrific conference?the speakers, the warm-setting?most of all, the great, impromptu conversations that happen in-between sessions and in the coffee-runs bumping into folks you've been speaking with, but get to chat with on a whole other, more leisurely level."  ? Stephanie Gaines, VP of Planning, CBS

"I can't say enough good things about you and this year's TVOT conference...Two BIG thumbs up. If I had a third thumb, it'd be up too. Thanks for the putting it together, and thanks for including me." -- Leslie Ellis, Principal, "Translation Please"

"Belated thanks for organizing a fantastic conference. Having been to many of these things, yours is one of the best because of the high quality of attendees and discussion. Plus you know everyone and are so sincere; it was really enjoyable on all levels. Thank you so much for including me." -- Lisa Hsia, SVP of New Media and Special Projects, Bravo Media

"I wanted to say thank you for the invite to speak on a panel and the great conference. It is fantastic to see the momentum continue to build after all these years and the conference feels like a reunion of friends as much as a business venture." -- Aimee Viles, VP of Emerging Media, Bravo

"I always have so much fun and meet great people. Wanted to thank you as always for giving me such great exposure at your conference. I love being on the panels, moderating and in general supporting the show. And the award was extra gravy. Really, just a treat and an honor." -- Lori Schwartz, SVP and Director of the Interpublic Emerging Media Lab