Each of our five tracks kicks off with a "track Keynote" session - these are your chance to lay the framework for discussion throughout the track.

Track Keynotes
Monday, 11:45am - 12:30pm

Monetizing Advanced Video Services                         
Advanced Video Services Track
Room 201 ABC

Get in the ring for a strategic discussion surrounding the business models, consumer benefits and marketing of On Demand, DVR, HDTV and iTV. Learn from a dynamic industry-lead panel as they share their experience and insight.
Takeaway: Gain a better understanding of the business and marketing strategies for advanced products that will help you prepare your tactical execution plans. 

What Does “Portability” Mean to Your Business?    
Broadband & Telephone Track
Room 204 ABC

Ding! Ding! Ding! Step outside the ring and find out what the portability of content and the mobility of services means for distributors, programmers, mobile service providers, and ultimately for the consumer. Join us for this high-energy, rapid fire, Q&A session.
Takeaway: Answers - from the pioneers of portability - to the burning questions surrounding the new ways and means of unshackled content distribution.

Knockout Sales Strategies                                              
Cable Sales Track
Room 105 AB

HSN's phenomenal close rates and unmatched upsale results make them a consistent sales leader. Learn from the guru of their customer care/sales center and then bring it home with reactions from MSO executives.
Takeaway: Strategic and actionable advice for training and motivating frontline employees to improve close rates and sell more to both current and prospective customers.

Big Ideas for Fiercely Competitive Marketing               
Competitive Cable Marketing Track
Room 103 C

Prepare for the fight…you’re in for. Harvard Business School Associate Professor Youngme Moon shares innovative consumer marketing insights gained from research on companies ranging from Microsoft to DoCoMo who have succeeded in intensely competitive markets. At HBS, she teaches the Consumer Marketing elective in the MBA program. Professor Moon taught at CTAM U. on Consumer Marketing Strategy and Strategic Marketing Management. She has received the HBS Student Association Award for teaching excellence; she is also the two-time recipient of the Hellman Faculty Fellowship, which is awarded annually to a junior faculty member who has achieved distinction in research. Professor Moon received her Ph.D. from Stanford University. She holds an M.A. from Stanford University, and a B.A. from Yale University.

Integrated Marketing Today: The One-Two Punch of Traditional and New Media
Network Marketing Track
Room 103 AB

What is Integrated Marketing (really…)? Find out how to drill down and reach across multiple platforms to promote your marquis products, build partnerships, get more from your investment -- and even make money.  Peter Sealey, former Chief Marketing Officer at The Coca Cola Company and currently CEO and founder of the Los Altos Group Inc. and Adjunct Professor of Marketing at the Haas School of Business of the University of California-Berkeley, will share his savvy perspective on making integrated marketing pay off.  As a professor and consultant today, Sealey is working with clients such as Sony, Anheuser Busch, and others, to help companies combine traditional and new media- and look to the future of marketing- to win competitive battles.
Takeaway: Find out how to drill down and reach across multiple platforms to promote your marquis products, build partnerships and get more from your investment.

Breakout Sessions
Monday, 2:30 - 3:45pm

Top Contenders: Winning On Demand Case Studies
Advanced Video Services Track
Room 107 AB

Join the champions of the On Demand Case Study Competition who will share their belt-winning marketing campaigns. See how these winners have turned On Demand into that all-important value proposition.
Takeaway: Field tested success stories, from the best in the industry, providing ideas for On Demand marketing that you can implements in your own business. 

Special Session: Digital Simulcast – Preparing for the Future
Advanced Video Services Track
Room 201 ABC

Get ready for a whole new event. MSOs are preparing for digital simulcast while Congress is closing in on the end date for the digital broadcast transition. This hands-on session will explore the operational, programming and marketing challenges required to win the digital match of the century.
Takeaway: A clear understanding of the complicated issues facing the transition to all digital, and insight into how the key industry players are confronting the challenge. 

Multicultural Sales
Cable Sales Track
Room 105 AB

From call centers to grass roots efforts such as festivals and community-level sales drives, find out how multicultural sales initiatives are working to increase business for cable companies and programming networks. 
Takeaway: Expert and specialized coaching in selling to multicultural audiences. 

Heavy-Hitting Approaches to Marketing the Bundle
Competitive Cable Marketing Track
Room 103 C

Get it while it’s hot – we’re talking about maximizing resources to maximize your bundling message. Uncover the research and strategies that lead to the most successful bundling marketing. Find out what is working in the field and why. And learn how the leaders in the category are integrating individual product messaging into the overall plan. 
Takeaway: A roadmap outlining the consumer insights, strategic approaches and tactical fight plans for selling that all-important bundle.

Ready to Rumble! Marketing Teams Duke It Out for the Title:
“Best Communications for Cable TV Parental Controls”
Network Marketing Track
Presented by the CTAM Network Marketing Council
Room: 103 C

Get ringside for the live-action marketing communications challenge of the year! See the fur fly when three agencies and one in-house network team, selected in a juried process, set out to solve the challenge of building awareness and helping parents use cable's parental control options. They'll go head-to-head to provide the smartest strategic thinking and hottest PSA and marketing creative. Then you will crown the champ!
Takeaway: Insights provided by four strategic approaches and creative executives for a solving a difficult marketing communications challenge.

Breakout Sessions
Tuesday, 2:30 - 3:45pm

Targeting Your Tactics for New Product Marketing
Advanced Video Services Track
Room 107 AB

Stop spraying and praying! Land the perfect punch in your own business as you learn how a highly competitive company with razor thin margins profits from database marketing and CRM programs. A dual case study presentation, featuring a data mining expert and a business that found success with a scientific approach to marketing, will help you discover how to execute targeted campaigns and tactics for advanced video services.
Takeaway: Practical advice and proven solutions for implementing and managing database driven marketing initiatives.

"IPTV: Heavyweight or Featherweights?"
Broadband & Telephone Track
Room 204 ABC

What is it? Why does it matter? Is it a cable killer? How does cable counter-punch? Join prize fighters in streaming and content as they discuss the current and future standings of IPTV. Get to know the category contenders whose different models are changing the video business.
Takeaway: A better understanding of the "weight" of IPTV today - including the competitive threats and golden opportunities shadow-boxing your business. 

Sales Training Camp
Cable Sales Track
Room 105 AB

How do you sell multiple new technology-based products to new and existing customers? Industry sales champs share their approaches to the exciting new world of cable products.
Takeaway: Blocking and tackling tactics, plus high performance strategies for advanced product upgrade and acquisition efforts. 

Count Down! Ten Agencies -- Ten High-Impact Marketing Solutions
Competitive Cable Marketing Track
Room 103 C

Agency executives share their best, most cost-effective, take-it-on-the-chin, cable marketing and advertising tactics in a "count down" of four minute presentations.
Takeaway: TEN big ideas for down and dirty, low budget cable marketing and promotion.

Now, That's Different! (Creative Review)
Network Marketing Track
Room 103 AB

Dueling creative minds will critique unexpected and unique marketing approaches that land the surprise punch.
Takeaway: Inspirational "dos and don'ts" for creating truly unique, memorable and effective marketing creative that makes you say "Wow, wish I'd thought of that!"

CTAM Summit 05
July 24 - 26, 2005
The Pennsylvania Convention Center
Philadelphia