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Announcing the Schedule of Sessions for TVOT NYC 2019

ITVT is pleased to announce the schedule of sessions for TVOT NYC 2019, our tenth annual East Coast TV of Tomorrow Show event (Wednesday, December 4th, at our NEW LOCATION: Town Stages, 221 W. Broadway, New York, NY 10013).

TVOT NYC 2019 will pack all the excitement of our flagship TV of Tomorrow Show into an intensive, highly focused, dialog-driven, one-day event. It also represents your last best chance to network and do business with your industry peers before the holiday break!

Tickets to the event (priced at $1,075) are still available for purchase here. We advise purchasing your tickets as soon as possible (tickets will be priced at $1,275 at the door).

Please note that:

  • The official Twitter hashtag of the show is #TVOTNYC, and the official Twitter account is @TVOTshow.
  • We will be announcing more details about a number of TVOT NYC 2019 panels, keynotes and firesides in upcoming issues of the ITVT newsletter.

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

8:35am to 8:40am
The Hall
  • Editor-in-Chief & Co-Producer
    InteractiveTV Today ITVT & The TV of Tomorrow Show

The ROI of UX

8:40am to 9:25am
The Hall

Making sure that your UX can bring value to your organization can often be a challenging thing to quantify. If viewers are gravitating to both mobile and connected-TV viewing, are there design principals which will work for both mediums? How do we measure design choices? Is there a formula to demonstrate how UX brings value to customers and will contribute to your bottom line? This session will bring together a panel of UI/UX experts to address these and other questions. Panelists include:

Addressable-TV Mini-Track I: Insights from Addressable's Pioneers

8:40am to 9:25am
The Gallery

According to a recent report from the VAB, spending on addressable-TV advertising on cable and satellite TV VOD services in the US will total $2.54 billion this year and increase 33% to $3.37 billion in 2020. The report also estimates that 54% of US TV households are now addressable, and that 15% of advertisers are regularly incorporating addressable into their media buys.

This session will bring together some of the people and organizations most responsible for the growth of addressable-TV advertising in the US pay-TV space, in order to share lessons from the field, to cast light on their strategies for continuing to grow the addressable-TV market, and to identify and debate the potential hurdles and opportunities that will shape that market going forward. Panelists include:

Streaming the News: The Legacy Brands Rebrand

9:25am to 10:15am
The Hall

This session will explore how the digital arms of broadcast networks' legacy news operations are balancing maintaining those networks' brand equity with the need to adapt to an environment that is quickly changing around them--not only technologically, but economically, socially and politically.

Questions to be addressed include, among many others: To what extent are networks' digital news operations becoming separate organizations from their broadcast newsrooms? Amidst ongoing political polarization, to what extent are those operations at risk of providing tribal affirmation rather than objective information? How are they responding to the increasing power of Facebook, Twitter and Google as news gatekeepers? What role do subscription, advertising, and authentication respectively play in their monetization strategies? How important is local news to their future? And, with video news becoming a commodity, thanks to the rapid proliferation of streaming information channels, how can legacy network news brands stand out in a digital world? Panelists include:

News Announcement by VIZIO

9:25am to 9:30am
The Gallery

Mike O'Donnell, SVP of Platform Business, will provide TVOT attendees with a sneak peek into VIZIO’s Advertising and Content Business.This news is under embargo until TVOT NYC 2019.


Addressable TV Mini-Track II: Linear Addressability--the Opportunity, Scaling Up, and the Challenges Ahead

9:30am to 10:15am
The Gallery

This panel will discuss the fundamentals and practical work being done today to ensure that addressability in linear TV is scalable. The panelists will address the opportunities within the industry, exploring both advertiser and publisher points of view, as well as progress to date, and planned work from both the technical and business perspectives. Panelists include: 

Keynote: On Addressability; A Programmer's Perspective

10:15am to 10:55am
The Hall
Comcast, joined by Charter and Cox, launched On Addressability to make one-to-one targeted TV advertising more scalable and easier to plan, buy and measure. Now, six months later, Marcien Jenckes, President of Comcast Advertising, speaks with Sean Coar, SVP of Data Strategy at Viacom, on the state of TV addressability and the programmer's role in the addressable equation.

Understanding the Fragmented Audience: New Developments in Measurement and Data Science

10:55am to 11:45am
The Hall

This session will explore the future of audience measurement and the innovations that are emerging in response to the ongoing fragmentation of TV viewership. 

Panelists will examine the pros and cons of the many ways that TV is being measured these days--everything from panels to set-top box data to ACR and beyond--as well as the debate over moving to impressions from GRP’s. They will also look at which innovations hold the most promise and what is holding the industry back and, in addition, will discuss what they believe we should be measuring in the years ahead. Given the wide variety of opinions on this topic, a lively discussion is guaranteed. Panelists include:

The Research Infrastructure for Direct-to-Consumer Streaming Services

10:55am to 11:45am
The Gallery

The move to Direct-to-Consumer (D2C) services is one of the hottest topics impacting the media industry today. These services require far different research, data and analytic support than are typically required for media companies. Research now informs product design and product optimization, customer acquisition, programming optimization and retention measurement.

This session will feature leading researchers from existing and soon-to-launch D2C services, as they describe their research focus and key learnings. Panelists include:

Fireside: David Goodfriend, Founder, Locast, in Conversation with Tim Hanlon, CEO, The Vertere Group

11:45am to 12:10pm
The Hall

Locast, a service that allows consumers to stream local broadcast TV, recently launched in its 16th market, Seattle (it is also available in New York City, Los Angeles, Chicago, Philadelphia, San Francisco, Houston, Dallas, Boston, Denver, Baltimore, Washington, DC, Atlanta, Phoenix, Sioux Falls and Rapid City). Because the service is operated by a non-profit (unlike, for example, Aereo, a similar--but for-profit--service that was forced to close down in 2014), it argues that a statute in the Copyright Act allows it to retransmit broadcasters’ signals without having to pay licensing fees. Nevertheless, it is being sued by the major broadcast networks, who claim that it was established for the commercial benefit of certain pay-TV operators, and it in turn recently initiated a counter-suit, accusing those networks of antitrust violations.

In this fireside chat with Tim Hanlon, CEO of The Vertere Group, David Goodfriend--the high-profile lawyer who founded Locast in 2018 (and whose career includes executive positions at DISH Network and Air America Radio, as well as a stint as Deputy Staff Secretary to President Clinton)--will explain the reasons behind the founding of the service, and how he anticipates that it will evolve going forward.

The Sky Is Falling? Research Chiefs on the Evolving Network Audience

11:45am to 12:35pm
The Gallery

This session will bring together heads of research at major TV networks and agencies, in order to detail their evolving methodologies for understanding the TV audience, share what they are learnng about how viewers are now watching "traditional" network content, and outline how these learnings are impacting their organizations' programming, distribution and monetization strategies.

Questions to be addressed include: To what extent is viewing of network content shifting from traditional linear television to new devices and services, and how best to measure that shift? What new kinds of audience data are proving particularly useful/enlightening? What are the most surprising data that are coming to light about how audiences consume network content outside traditional linear TV? How are networks commercializing the non-linear audience differently from the linear one? Is the advertiser base evolving as viewership changes and, if so, how? And what do networks and other interested parties still need to learn about their viewership outside traditional TV? Panelists include:

Fireside: Melissa Rosenthal, EVP, Cheddar, in Conversation with Colin Dixon, Chief Analyst, nScreenMedia

12:10pm to 12:35pm
The Hall

Launched in 2017 as a streaming "CNBC for Millennials," financial news service, Cheddar, is a rare success story at a time when many other digital media startups have been experiencing declining revenues, mass layoffs and worse. Earlier this year, the company—whose programming is now available in 40 million households and growing—was acquired by cable giant, Altice, for $200 million.

Cheddar Executive Vice President, Melissa Rosenthal, has been with the company since the start, and has played a key role in its evolution. In this fireside chat with nScreenMedia Chief Analyst, Colin Dixon, she will provide insight into the reasons behind Cheddar’s rapid growth over the past few years discussing, among other things, its notably broad distribution strategy (it is available on a uniquely diverse range of platforms, including—to name but a few--social media services such as Facebook and Twitter; vMVPDs such as Sling TV and Fubo TV; OTT platforms such as Roku, Apple TV and Amazon Video; traditional cable; and even satellite radio); and will also cast light on its monetization and marketing strategies. In addition, she will discuss what’s next for Cheddar, including its new role within Altice, and new services that it is expected to launch in the near future.


12:35pm to 1:05pm
The Lobby

Niche OTT: New Kinds of Opportunities for New Kinds of Content

1:05pm to 1:55pm
The Hall

This session will bring together niche content providers and providers of new video techologies to discuss the new kinds of viewing experiences, audience relationships, distribution channels and marketing and monetization strategies that are emerging in the OTT space and beyond for new forms of programming.

Questions to be addressed include: How are niche programming services attracting audiences to--and keeping them on--their services, despite operating with relatively small budgets in an increasingly crowded streaming field? What are they learning about those audiences--and what new technologies and methodologies are now available to them for gathering and analyzing audience data? How are they putting to use the audience data they are gathering? What new distribution opportunities are they eyeing for their services, and how do they anticipate those services will evolve as a result of finding new avenues of distribution? And what ongoing technological and market developments do niche content providers need to be most aware of? Panelists include:

Advanced TV in Local Markets: Cross-Platform Status and Trends

1:05pm to 1:55pm
The Gallery

Advanced TV in the local premium video market brings data-driven audience targeting and attribution to marketers trying to increase their return on ad spend. This session will assess the current status and consider likely near-term directions. There's a complex mix of platform players, including those from media (e.g., broadcast, MVPD, vMVPD, OTT/CTV, NextGen TV/ATSC 3.0) data (e.g., first-, second-, third-party data, attribution, location, AI), and adtech (e.g., workflow automation, programmatic exchanges). The panel will take all this on and distill it down to key takeaways. Panelists include:

ATSC 3.0 Mini-Track I: Consumer Insights

1:55pm to 2:20pm
The Hall

Research company, Magid, on behalf of Pearl TV and its partners in the Phoenix Model Market deployment, has conducted multiple quantitative and qualitative research studies into consumer interests and attitudes toward NextGen TV (ATSC 3.0). In the last two months, the research has become more focused on the actual go-to-market strategy and tactics for NextGen TV's launch. The company’s most recent research was in partnership with three key manufacturers, LG, Samsung, and Sony. Bill Hague, EVP at Magid, will share these latest insights and answer audience questions.

Focus on Project OAR

1:55pm to 2:20pm
The Gallery

Project OAR ("Open Addressable Ready”) was founded in March in order to develop and promote a new, open standard for addressable linear advertising on connected TVs. Its members include Vizio and its subsidiary, Inscape, Disney, Turner, NBCU, CBS, Fox, Discovery, Hearst Television and AMC Networks, along with with Xandr and  FreeWheel . Those companies have since been joined by a group of major advertising agencies--Publicis, Omnicom, GroupM, IPG/Magna, Dentsu Aegis, Havas and Horizon Media--who will be providing input as well.

With trials of the new standard slated to begin early next year, this session will bring together three of the key players in the Project OAR Consortium, in order to explain why the prospect of linear addressable is so revolutionary, to assess the progress they’ve made to date, and to cast light on their plans for 2020 and beyond. Panelists include:


  • Co-Founder/Lead Analyst
  • Director of Strategic Investment, Advanced TV
    MAGNA Global
  • SVP, Advanced Advertising Products and Strategy
  • SVP of Sales and Marketing
Additional Panelists TBA

ATSC 3.0 Mini-Track II: From ATSC 3.0 to NEXTGEN TV

2:20pm to 3:05pm
The Hall

The first phase of the commercial roll-out of ATSC 3.0--the new broadcast-TV standard that combines OTA TV with broadband, thus potentially enabling a huge range of new broadcast services (including 4K and UltraHD HDR, enhanced audio, rich user interfaces, interactivity, personalization, addressability, improved measurement, new forms of in-car entertainment, and more)--is set to take place early next year, beginning with the launch at CES of new ATSC 3.0-enabled television sets from several major manufacturers. The sets will carry the "NEXTGEN TV" logo (NOTE: NEXTGEN TV logo is an unregistered trademark of the Consumer Technology Association and is used by permission), the Consumer Technology Association's consumer-facing go-to-market brand for the new standard.

This session, featuring some of the key figures driving the commercial launch of ATSC 3.0/NEXTGEN TV, will update attendees on the latest developments in the new standard and provide an inside look into the preparations for its commercial launch. Panelists include:

Additional Panelists TBA

Activating a Campaign in a Multichannel World

2:20pm to 3:05pm
The Gallery


Publishers and programmers face a serious challenge in monetizing their premium content across every platform today. Advertisers and publishers face enormous complexity that is holding back the promise of Programmatic and Addressable TV. This session will address the most fundamental element of campaign planning and activation: the buying, sourcing, preparing and deployment of ad assets to all parties that need them to launch on time and with precision. Panelists include:


ATSC 3.0 Mini-Track III: The Long View

3:05pm to 3:55pm
The Hall

This panel will take a deep dive into the future of ATSC 3.0/NextGen TV, and explore its long-term potential. Panelists will cast light on how the standard itself is likely to develop over the coming months and years, outline the next stages of its rollout following its initial deployment, identify the challenges that still stand in the way of its widespread adoption, debate how best to overcome those challenges, provide an inside look at some new NextGen TV services that are already being planned and developed, and attempt to predict ATSC 3.0's ultimate impact on television's user experience and business models. Panelists include:

The Viewers Have Changed. Can We?

3:05pm to 3:55pm
The Gallery

We would love to dream that, at their core, television viewers are the same folks who built our industry over the last 50 years: looking forward to sitting back with quality television entertainment every night after dinner. Unfortunately, there are three incorrect assumptions in that fevered dream:

  1. The viewers don't sit back.
  2. Quality has been sacrificed for instant gratification.
  3. They don't eat dinner! (Just kidding, sorta…)

Howard Horowitz will open the panel with a perspective on today's television viewer, with a bit of instruction on how our strongly traditional television ecosystem (from production to distribution) depends on viewers who are (literally) a dying breed. 

We'll then hear from the most innovative experts in the television industry, to help us understand where we need to go, and how we can get there. Panelists include:

The Economics of OTT TV: New Monetization Models and Their Implications

3:55pm to 4:45pm
The Hall

This panel will explore the different subscription-based, advertising-based and hybrid business models that are now being employed to monetize OTT TV content, identifying which approaches have proven most and which least successful to date, and debating which models are likeliest to prevail in the future and why.

Panelists will also examine how cord-cutting and cord-shaving consumers are using OTT TV services and the implications their behavior has for advertising- and subscription-based monetization models respectively; and explore the respective impacts of these emerging OTT TV business models on such areas as programming development and distribution, marketing strategies, and the user experience. Panelists include:

Attribution from All Angles

3:55pm to 4:45pm
The Gallery

Attribution has leapt to the foreground as a real accelerant for business growth--and rightly so. Yet the realities and promise of attribution can vary substantially throughout the industry. In this session, panelists representing a wide cross-section of viewpoints will discuss attribution from all angles, addressing the challenges of serving and measuring premium video content across multiple ad-supported distribution platforms. Attendees will learn about the impact and value performance-driven attribution offers for 2020 and beyond, as well as the pitfalls to avoid. Panelists include:

Focus on WarnerMedia and Xandr

4:45pm to 5:10pm
The Hall

Following its merger with Time Warner, AT&T’s advanced advertising businesses, which include WarnerMedia and Xandr, are continuously collaborating on ad campaigns that employ new, advanced-advertising technologies and techiques.

This session will feature executives from Xandr and WarnerMedia Ad Sales clarifying how the two businesses work together under the AT&T umbrella--and focusing specifically on how they collaborate to sell advanced advertising in sports programming. Panelists include:

Preparing for the CCPA

4:45pm to 5:35pm
The Gallery

The California Consumer Privacy Act (CCPA), which is scheduled to go into effect on January 1st, 2020, will significantly impact most if not all of the companies operating in the video-advertising ecosystem. This panel will cover some of the most important topics relating to privacy and its impact on television.

Questions to be addressed include: What are the pros and cons of more aggressive privacy legislation like CCPA for the consumer? Does CCPA make first-party data and contextual targeting significantly more important? What are the most important elements of CCPA for publishers and adtech companies? What are the biggest challenges of complying with CCPA? Have the newly issued regulations introduced new obstacles? What are the consequences of failure to comply? And can companies wait until a federal law is enacted that overrides the individual state privacy laws? Panelists include:

Presentation of New Consumer Research

5:10pm to 5:35pm
The Hall

For consumers, TV has never been better: there are more shows--and more providers (both paid and free-with-ads)--than ever to choose from. New options like Disney+ are entering the game with a combination of price and content that seems almost too good to be true. But having so many content and delivery options brings new challenges that consumers are trying to solve.

Jon Giegengack, Founder of Hub Research, will share key findings from 2019 gleaned from more than 10,000 interviews with TV consumers throughout the year. Attendees will learn about:

  • Provider Saturation:  How many TV subscriptions are consumers willing to pay for? And how close are they to that limit?
  • What Matters Most: From content to price to UI--what makes consumers choose some TV platforms over others?
  • Content Discovery: With so much choice, how do viewers find out about new shows and decide what to watch?  
  • Battle of the Screens: Which screens do viewers use to watch and how are they connecting TV sets to the Internet?
  • Changing the Game: How will Disney+, Apple TV+, or HBO Max change the fortunes for pay TV or Netflix?

AI and ML Take Over TV: Monetizing Data in Every Pixel

5:35pm to 6:15pm
The Hall

As the streaming wars heat up, and as the peak TV era continues to extend its cycle, the role of artificial intelligence (AI) and machine learning (ML) in the TV industry's audience development, subscriber retention, content search, and user experience is growing exponentially. As issues such as content curation, viewer behavior, and customer journey become more relevant to the live and on-demand TV world, AI and ML deliver greater understanding for service providers. Producers and providers of content require more granular data and richer insights as the battles for attention increase.

This panel will feature some of the industry's leading providers of AI and ML solutions for the ever-increasing specialized needs of the TV industry. Panelists include:

The Evolution of CTV Advertising

5:35pm to 6:15pm
The Gallery

According to recent figures from eMarketer, 57.2% of US consumers will watch connected TV this year (compared to 51.7% in 2017)--and, with the time those consumers spend watching connected TV increasing too, the amount of CTV inventory available to advertisers is growing accordingly. This session will provide an overview of the current state of CTV advertising and attempt to predict its future.

Questions to be addressed include: How is CTV advertising being bought and sold today, and how is this likely to change going forward? How are the business relationships (revenue splits, inventory splits, etc.) between content providers and CTV platforms playing out? Does CTV advertising have a fraud problem and, if so, how best to remedy it? How to address the fact that inventory is dispersed across multiple different CTV platforms, each with its own ad-serving environment? And what kind of response are the new capabilities that CTV advertising has long been touted as enabling--such as interactivity, accountability, addressability, personalization and more--receiving in the market? Panelists include:

Beyond "Bandersnatch": Where Do We Go Next with Interactivity?

6:15pm to 6:40pm
The Hall

This fireside chat between two high-profile experts with impressive track records of innovation in interactive production--Eli Stonberg, CEO of Hovercast, and Zane Vella, VP of Product for Interactivity and Advertising at Comcast--will showcase examples of the state of the art in interactivity and audience engagement, including examples from the Xfinity and Twitch platforms. The conversation will examine a number of different models of interactivity, including primetime interactive shows such as NBC’s “The Voice” and “America’s Got Talent,” as well as new forms of interactive live streaming from Hovercast's work with Old Spice, Audi, and the 2019 Emmy Award-winning Twitch show, "Artificial.”

Additional Panelists TBA

Cocktail Reception

6:40pm to 7:30pm
The Lobby