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TVOT SF 2019: Scenario Planning for ATSC 3.0 and 5G, plus Free White Paper

ITVT is pleased to announce more details about a TVOT SF 2019 session that will explore the ways in which ATSC 3.0 and 5G will shape the future of the advertising and media/entertainment industries.

The TVOT session builds on a scenario-planning session that took place last December and that brought together 30 leaders across multiple media sectors to envision the near-future of video distribution and advertising. The session examined emerging video distribution technologies, outlined their potential implications, and crafted recommendations for the industry to prepare for the future of video. During the session, participants collectively imagined the potential futures of 5G and ATSC 3.0 against two main modes of advertising, mass targeting and one-to-one targeting. The full findings of the scenario-planning session have been published in a white paper that ITVT readers can access free of charge at: https://courageous.magid.com/next-gen-video-white-paper.

Here's the listing for the TVOT session from the show agenda:

Thursday, June 13th

Hawthorn Room
Will the Car Be TV's Next Daypart?

Will the car be TV's next daypart? According to industry experts, it is not impossible in a future driven by emerging technologies over the next five years. The way that consumers will access mobile and home entertainment content, and their implications for advertising, media and other commercial sectors, will be largely determined by the trajectories of ATSC 3.0 and 5G. The desire to envision the future brought industry leaders from networks, Wall Street, research firms, adtech, telcos and others together in December for a unique day of scenario planning. This creative brainstorming session examined emerging video distribution technologies, envisioned their potential implications, and crafted recommendations for the industry to prepare for the future of video. Join session leaders and industry experts for a panel to collaboratively explore what these changes might ultimately mean for the future of the media industry. Panelists include:

  • Mike Bloxham, SVP of Global Media and Entertainment, Magid
  • Debbie Reichig, SVP of Media Research and Insights, Disney
  • Rachelle Sahni, Ex-Director of Strategic Partnerships and New Business Development, Verizon
  • Howard Shimmel, President, Janus Strategy and Insights (Moderator)