Sunday
3:00 - 4:00 pm

Advanced Video Solutions Case Study Presentations
Room: Korbel Ballroom - Salon 1ABC

Get inspired and influence your strategy for an upcoming multi-platform campaign as the winners present their results from successfully marketing the content or delivery of multi-platform programs or services On Demand, DVR, HDTV, tru2way.

Moderator	Carol Hinnant SVP, Business Development, AMI Division Rentrak Corporate
Award Presenter	Chuck Bolkcom President/COO Cynopsis Media

 
Scientific Approaches to Marketing - Turn Data Into Dollars
Room: Korbel Ballroom - Salon 1DEF

Drive better decision-making and improve in-market performance. Today’s competitive consumer marketplace challenges your ability to ensure customer engagement and loyalty. Balancing the right data-driven consumer insights with technology platforms that sort through the clutter deliver a winning, go-to-market solution with Customer Relationship Management. Build customer value, corporate reputations, and design a better mouse trap with proven techniques that break down “CRM” into key technology subsets – defining those techniques that work and frankly, those that can fail.

Key Take-Aways:

• Developing a clear customer experience strategy
• What is your branded customer experience?
• Marketing and technology solutions that impact customer satisfaction
• Are your customer engaged and loyal?

Speaker	Barbara Olson Vice President, Personalized and  Marketing Best Buy
Moderator	Robert Wollan Managing Director, CRM Service Transformation Accenture

Monday
10:30 - 11:30 am

What is the Real End Game for Advanced Advertising?
Room: Korbel Ballroom - Salon 1ABC

Examine the menu of advanced advertising applications and find out when new applications will be deployed.  Understand how they are being received by influential brand marketers, agency decision-makers, and most importantly, viewers.  Join a panel of industry leaders as they discuss how these products are driving revenue and how they are already successfully marketing them in this highly challenging media marketplace.  You’ll take-away a more complete understanding of telescoping, addressability, real-time dynamic ad insertion and a few more applications that are vital for competing, the new media landscape.

Key Take-Aways:

• The advanced applications that are deployed today and what is coming in the future
• What these deployments mean to marketers
• What these deployments mean to consumers
• The measurability opportunity and making television advertising more accountable
• What these deployments mean to session attendees and how they could change and/or broaden their jobs

Panelists	Mark Garner SVP, Distribution, Marketing and Business Development A&E Television Networks
	Vicki Lins Chief Marketing Officer Canoe Ventures
	Peter Low President & CEO Ensequence
	David Porter VP of Marketing & New Media Cox Media
Moderator	Jacquie Corbelli CEO BrightLine iTV

Less Talk and More "Interaction"
Programmed by CableLabs®
Room: Korbel Ballroom - Salon 4ABC

After years in the making– Interactive Television (ITV) is happening. CableLabs® will showcase a series of interactive applications including advanced advertising, third party interactive TV applications and cross-platform solutions.  Find out the differences between EBIF (enhanced binary interchange format) and a tru2way® (OpenCable™ application) and how the two will co-exist in this new era of television.

Key Take-Aways:

• Understand the difference between EBIF and tru2way
• Hear what it takes to integrate interactivity into your programs
• See examples of ITV that will be available to your customers soon

Panelists	Don Dulchinos SVP, Advanced Platforms & Services CableLabs
	James Mumma Sr. Director of Video Product Development Comcast
	David Preisman Vice President, Interactive Television Showtime Networks, Inc.
	Steve Tranter Vice President, Broadband and Interactive NDS Americas Inc.

Monday
11:30 am - 12:30 pm

B2B Marketing: Cutting Through the Clutter With Sharp Ideas
Room: Korbel Ballroom - Salon 1DEF

Business services growth continues to be a lucrative sector responsible for driving double digit revenue growth for some cable companies. Experts from inside and outside the industry share cost-effective and impactful marketing strategies that cut through marketplace clutter in the battle for SMB phone, internet and video spend. Lessons on successfully developing dynamite marketing, positioning and winning creative will inspire new thinking and ways to increase your B2B market share.

Key Take-Aways:

• Find out how to differentiate your B2B campaign from residential marketing
• View winning creative that speaks to key B2B target customers
• See promotional offers that deliver increased results
• Get new approaches to segmentation, database marketing

Panelists	Stephanie Anderson VP, Commercial Markets Cablevision Systems Corp.
	Corey Eng VP, Marketing Comcast Business
	Beverly Gambell Vice President of Marketing Suddenlink Communications
	Murray Goldstein Director of Commercial Marketing Strategy Cox Business
Moderator	Drew Neisser President & CEO Renegade

We Have an App for That! Bringing New Applications to Traditional Devices
Room: Korbel Ballroom - Salon 1ABC

ITV will dramatically change the way consumers interact with the television, though the question remains how much interaction is enough or too much. Unlike the mobile phone model, deploying set top-based interactive applications like voting, request for information, info based widgets, telescoping and caller ID follows a very different construct than that of a Smart Phone. Join ITV and application development leaders to hear the different go-to-market dynamhtml and how some are successfully delivering interactivity today.

Key Take-Aways:

• Understand the difference between a mobile application and an EBIF/ITV application
• The importance of the user interface (UI) in the new world of interactivity
• Hear consumer feedback on ITV
• How ITV will impact marketing strategy
• Will TV Widgets be a gateway for marketers?

Panelists	Steve Necessary VP, Video Strategy & Product Management Cox Communications
	Vibha Rustagi President & CEO itaas
	Gary Traver COO & SVP Comcast Media Center
	Todd Walker SVP, Video Product Development Comcast
Moderator	Craig Leddy President Interactive TV Works, Inc.

Audience Measurement 4.0
Room: Korbel Ballroom - Salon 4ABC

The rapidly changing behavior of consumers is accelerating the debate on how media and specifically TV, broadband and cross-platform video needs to be measured today and in the near future. The debate is central to the hot tophtml of the day from TV Everywhere to Addressability. Ad effectiveness results competing with prime-time multitasking also underscore the impetus for change. Understand the need of the various players in the eco-system from cable companies and programmers.

Key Take-Aways:

• Understand how media and specifically TV, broadband and cross-platform video needs to be measured today and in the future
• Viewpoints on the impact of TV Everywhere and addressability
• The opportunities among players in the ecosystem, from cable companies and programmers to researchers and agencies

Panelists	Brian Kelly President, Residential Services, Carolina Region Time Warner Cable
	David Poltrack Chief Research Officer, CBS Corporation and President CBS Vision
	Todd Stewart VP, Corporate Ad Sales Bright House Networks
	Dr. Jack Wakshlag Chief Research Officer Turner Broadcasting
Moderator	Claire Atkinson Business Editor Broadcasting & Cable

Monday
2:30 - 3:30 pm

Staying Power: How Smart Companies Build Loyalty in Highly Competitive Environments
Room: Korbel Ballroom - Salon 1ABC

As cable companies face rising pressure from multiple competitors among a variety of free and paid distribution sources, customer loyalty strategies are critical for preserving market share.  Join senior executives from a broad range of industries who confronted similar challenges for decades and understand when to respond to competitive pressures and how to build customer affinity in a combative marketplace.  Real world lessons will inform your own strategies for planning, executing and managing a profitable competitive blueprint.

Key Take-Aways:

• Build customer affinity in a combative marketplace
• Examine ways to preserve market share with customer loyalty strategies

Panelists	Jerry Dow Chief Marketing and Sales Officer Suddenlink
	Bruce Leichtman President and Principal Analyst Leichtman Research Group
	Tom Ryan Managing Partner and Chief Concept Officer, Consumer Capital Partners & Founder, SmashBurger
Moderator	Stewart Schley Senior Director, Industry Intelligence One Touch Intelligence

Consumer & Affiliate Marketing Intersect - Syncing for Success
Room: Korbel Ballroom - Salon 1DEF

Timelines and multiple business priorities often impact how well consumer and affiliate marketing groups are able to align their marketing efforts.  Sharing resources and coordinating timing have proven to be both impactful and have an ability to achieve greater economic efficiency and increase reach, however not all initiatives end up working out smoothly.  Examine campaigns that have succeeded during joint collaboration.  Learn how these teams organize their dual priorities to work together and maximize resources more regularly in order to complement each other’s consumer touch points all while staying relevant with viewers and affiliates in today’s fast paced digital media economy.

Key Take-Aways:

• Maximize consumer touch points through collaboration
• Recognize how collaboration is a smart business practice in good and bad economic times
• Learn how to "break down barriers" between new and/or hesitant colleagues
• See examples of successful partnerships
• Understand the concept of 360° marketing and bringing everything back to the brand

Speakers	Brian Hunt Senior Vice President, Marketing & Sales Strategy, TV Networks Distribution NBC Universal
	Wonya Lucas Executive Vice President & Chief Marketing Officer Discovery Communications
	Scot Safon EVP Marketing and Chief Marketing Officer of CNN Worldwide CNN
Moderator	John Barker President Barker/DZP

Tweets, Diggs, Stumbles, Tags - A Marketer's Playground of Social Networks
Room: Korbel Ballroom - Salon 4ABC

Social media’s reach and influence is shifting marketing & communications strategies and business planning.  Many business organizations are using it as a quick and inexpensive marketing resource, but with so many social media channels out there, determining if your audience is on Facebook, Twitter, MySpace, Stumble or Digg is critical to having an effective impact.

Key Take-Aways:

• High level understanding of how social media is changing the marketing and communications landscape
• Examples of how cable is using social media in the marketing and customer retention mix; can these applications be integrated into the TV viewing experience?
• An external view point form a social media network - business model and success
• From the consumer perspective - how they're using social media and the impact on our business/networks

Speakers	Frank Eliason Sr. Director, National Customer Service Operations Comcast
	Ed Naef Vice President CSMG Global
	Mike Ryan CEO and Founder A Different Engine
Host	Rebecca Lim Senior Director, Advanced Services Starz Entertainment, LLC

Tuesday
10:45 - 11:45 am

Award Winning Business Services Case Studies
Room: Korbel Ballroom - Salon 1DEF

The sixth annual business services case study competition unveils some practical and proven ideas that can be easily adopted by other B2B marketers. Case study winners present their strategies and results, and are on-hand to field questions from the audience.

Key Take-Aways:

• Learn marketing successes that are already working successfully for colleagues
• Take these proven ideas back to the office and adopt them for your own success

Moderator	Ray Bennett AMDOCS
Award Presenter	Larry Dunn Group Publisher Multichannel News

Just How Many Platforms Will a Viewer Engage?
Room: Korbel Ballroom - Salon 1ABC

The more involved a viewer becomes, the more platforms they’ll engage.  These experiences create a multiplier effect for your messaging and become a cycle that delivers short and long term benefits.  See how cable’s top marketers are turning multi-platform chaos into brand loyal eyeballs.   A leading expert in television promotion, branding and advertising strategies, Lee Hunt will share sought-after perspectives on engagement in the trans-media world.  If you think you’ve “seen Lee,” think again.

Speaker	Lee Hunt President Lee Hunt, LLC
Host	Marvin Dorson Senior VP, Creative Services Hallmark Channel

3D Television: Entering the Third Dimension, Ready or Not?
Programmed by CableLabs®
Room: Korbel Ballroom - Salon 4ABC

Home entertainment experiences are elevated with each progressive technology improvement.  3D TV’s immersive quality could be the next killer app. See what’s new about this next generation media platform through actual demonstrations of 3D content (glasses will be provided). Hear what it will take to make 3D a desirable experience in the home and what types of content make the most business sense.

Key Take-Aways:

• Learn how to evaluate the quality of different 3D programs
• Understand the business case and marketing challenges in delivering 3D content to the home

Speaker	Ray Zone Author, 3D Film Producer & Award Winning 3D Artist the 3-D Zone
Moderator	David Broberg VP, Consumer Video Technology CableLabs

Joint ACC/CTAM Session
Wedded Bliss or Blisters? Integrating Communications and Marketing for Success
10:45 am - 12:00 pm
Room: 502

Marketing and Communications have distinct goals. However, many times, communications and marketing executives are seeing the value of intergrading their efforts to gain efficiencies, build brands, promote products and be strong corporate citizens. But a marriage that requires managing internal and external partnerships, agreeing to mutual goals and budgets, and executing across multiple media isn’t always blissful. Three case studies from a cable company, network, and partnership will illustrate how integrated strategies work – despite the challenges – to the benefit of all.

Panelists	Alex Dudley VP, Public Relations Time Warner Cable
	Russell Howard SVP, Communications National Geographic Channel
	Ellen Kroner SVP, Corporate Communications Rainbow Media
Moderator	Chris LaPlaca SVP, Corporate Communications ESPN