Conference Guide for The TV of Tomorrow Show 2008

-A Letter from the Editors and Staff of [itvt]
-Schedule and Speakers for Day 1
-Schedule and Speakers for Day 2

[itvt]’s 2nd Annual TV of Tomorrow Show will take place at San Francisco’s famous Yerba Buena Center for the Arts on March 11th and 12th, 2008.As you can see from the list of sessions below, the show will once again feature an impressive line-up of speakers and panelists that includes many of the most important and high-profile players in the interactive multiplatform TV industry today, as well as lesser-known individuals and companies that are developing innovative technologies and services–some of them still in beta, and never before shown publicly–which we expect to have a significant impact on the space over the coming months.

One of our goals in putting together this experts’ event was to ensure that attendees would not only be exposed to some fascinating and timely sessions and speakers, but would have the opportunity–in an intimate and friendly setting–to rub shoulders with the people most responsible for driving this industry forward. To that end, we have tried to ensure that the event offers ample opportunity for schmoozing and networking.

Another important goal in putting together this event was to encourage a “cross-pollination” between the interactive multiplatform TV industry and other areas of human endeavor, such as art and science. Consequently, the event features a curated exhibit of contemporary artwork that we feel exemplifies the theme, “the TV of Tomorrow” (we’ll be providing more information about this in an upcoming issue); a TV-themed interactive fashion show that will allow the audience to compete for prizes; and a lecture and interactive Q&A session on the search for extra-terrestrial intelligence, featuring Seth Shostak, senior astronomer at the SETI Institute, and physicist and television personality, Professor Lawrence Krauss (who is returning for a second year, due to popular demand). We’ll also be premiering two original interactive TV-themed animations.

Finally, please be sure to check the TV of Tomorrow Show Web site http://www.thetvoftomorrowshow.com regularly for updates. The site also includes a link where you can buy tickets for the show. (Please call us at 415-824-5806 or email us at events@itvt.com if 1) you are purchasing tickets from outside the US; 2) you wish to purchase your tickets via American Express; or 3) you need more information about discounts we are offering for students and groups. If you wish to purchase your tickets by check, please use our purchase form.)

We very much look forward to seeing you at the show.

Tracy Swedlow, Richard Washbourne, and the [itvt] Staff.

SCHEDULE OF EVENTS FOR TUESDAY, MARCH 11TH

8:00-8:45AM
Registration, Breakfast, Schmoozing and Networking

8:45-9:00AM
Forum Room
“Welcoming Address by [itvt]

9:00-10:00AM
Forum Room
New User Experiences: Bold Designs for Tomorrow’s Multiplatform Interactive TV (I)

With interactive multiplatform TV, good design is not just a matter of visually appealing presentation: it is more appropriately understood as a quest to improve the way that viewers discover, search for, and watch and use TV programming and services. In short, it is about creating new and better user experiences. Yet creating these new user experiences presents designers with a host of new challenges: how to work around the limitations of still-nascent technologies and platforms; how to use conceptual/design development as a means of advancing our thinking about the possibilities of interactive multiplatform TV; how to maintain consistent branding and look-and-feel across diverse platforms; how to use visual cues to facilitate navigation of complex, multi-level applications; designing to the “lowest common denominator” (to ensure adoption/deployment within the legacy mass-installed base) versus designing to the capabilities of current and near-future systems; when and how to apply traditional TV design techniques to new programming platforms; and what the role of the designer should be as viewers are increasingly encouraged not only to contribute their own content, but to personalize the applications they use.

In this session, the people who are involved in the creation of new user experiences for interactive multiplatform TV will not only discuss the emerging principles of and the latest developments in multiplatform ITV design/user-experience creation, but will show several new applications and services that represent multiplatform ITV design’s cutting edge and that, in some cases, have never before been publicly shown in the US.

This showcase session proved to be one of our most popular last year, and we are therefore not only offering it again this year, but extending it into two separate panels–one on each of the show’s two days. In addition, this year we are expanding its scope to showcase a number of new and highly innovative display technologies that we believe have significant potential to influence interactive multiplatform TV design in the future. Panelists for the two days include:

  • Robert Murdock, Design Director, Method
  • Patrick Koppula, CEO, ffwd
  • Ken Martin, Chief Creative Officer, Blitz Agency
  • Dale Herigstad, Executive Creative Director, Schematic
  • Dewey Reid, Creative Director, EAT.TV (Moderator)

9:00-10:00AM:
Screening Room
Growing Demand: What’s Next for VOD?

Cable VOD continues to enjoy significant success in the US and internationally, and appears set to grow exponentially: Comcast, for example, recently unveiled plans to offer over 6,000 VOD movies a month, and launched an initiative called “Project Infinity,” which it says will “give consumers the ability to watch any movie, television show, user-generated content or other video that a producer wants to make available” on its VOD service. At the same time, however, new platforms and services are now on the market that bring the wealth of on-demand content currently available on the Web to the livingroom television set, either bypassing or complementing cable VOD offerings. And, in another twist, new technologies and services are emerging that leverage the cable VOD platform not to deliver on-demand movie and programming titles, but to power highly sophisticated, graphically intensive games and other interactive applications.

In this session, a panel composed of representatives of VOD technology providers, companies that are using VOD technology in innovative ways, and companies that are developing on-demand services that source material from the Web will provide an overview of the current state of the VOD space and attempt to identify the challenges and opportunities in that space going forward. Topics to be discussed include advertising and other strategies for monetizing VOD; how consumers are using VOD in the real world; new developments in cable VOD technology; using the VOD infrastructure to power rich-media ITV applications; the future of network PVR; and the impact on the traditional VOD space of new platforms that bring broadband video to the livingroom. Panelists include:

  • Sharon Mandell, SVP and CTO, BlackArrow
  • Cathy Hetzel, President of the Advanced Media Information Division, Rentrak (Moderator)
  • Kshitij Kumar, CEO, Tellytopia
  • Erez Lahav, VP of Business Development and Marketing, Puff TV
  • Doug Sylvester, COO, TVN Entertainment
  • TBD, SeaChange International
  • Evan Young, Director of Broadband Services, TiVo

10:00-10:30AM
Schmoozing and Networking Break

10:30-11:30AM
Forum Room
Social TV: Creating, Managing and Monetizing Viewer Communities

The past year or so–which has seen an explosion in the popularity of online social networking services–has also seen the emergence of what might be loosely called “social TV.” The latter phenomenon encompasses, among other things, Web-based and IPTV programming services that allow viewers to set up personal playlists and chat in real time about the program they are watching; applications that enable online social networking services to extend their reach to television; and services that use online communities as a source of user-generated advertising for distribution both on broadband and traditional TV.

This panel, which will feature representatives from some of the companies that are at the forefront of the convergence of television and community, will assess the current state of social TV, examine the lessons that have been learned in this space, and attempt to predict the directions social TV will take over the coming year or so. Topics to be discussed include best practices for creating and fostering fan communities; leveraging social TV for marketing and promotional purposes; the emergence of new programming formats that are designed to exploit the popularity of social networking and social TV watching; broadcaster strategies for leveraging wikis and other fan-generated content; translating social networking and social video experiences from the PC to the set-top box and the livingroom television set; the kinds of programming that lend themselves best to a social viewing experience and why; using social networks and online communities to facilitate content discovery; user-generated content as a collaborative, rather than individual, endeavor; using social TV to gain a deeper understanding of the audience; using online communities as a source for new programming and product ideas; and how established pay-TV platforms are responding to the emergence of social TV. Panelists include:

  • Jeff Allen, CEO, RallyPoint Systems
  • David Aufhauser, Head of Digital Media, Bebo
  • Ben Huang, Director of Product Development, Microsoft TV
  • Chris Kollas, VP of Business Development, Wetpaint
  • Tracy Swedlow, Editor-in-Chief, InteractiveTV Today (Moderator)

10:30-11:30AM
Screening Room
Beyond the Pre-Roll: The Future of Broadband Video Advertising

The broadband video advertising space has expanded dramatically over the past year, with established broadcast networks in particular enjoying considerable success in selling inventory on their broadband programming sites. At the same time, however, this growth has outpaced the ability of the industry to establish standards and best practices for broadband video advertising, to develop advertising formats that improve on the ubiquitous–yet oft-complained-about–pre-roll format, and to set-up the kind of infrastructure for advertising delivery and tracking that will ensure the continued health of the space going forward. In the words of one industry expert who recently spoke to [itvt]: “With broadband video advertising, it’s like we’re back in 1947, when they invented the 30-second spot, or back in 1994, when the Interactive Advertising Bureau was launched.”

This panel–which includes representatives of advertising/media-buying agencies, broadcast networks, and companies that are developing the technologies that enable broadband video advertising–will attempt to identify the challenges facing the broadband video advertising space and evaluate the current status of industry efforts to overcome those challenges. Topics to be discussed include ongoing initiatives to develop standards, best practices and metrics for broadband video advertising; strategies for rationalizing the media-buying process; new interactive advertising formats beyond the pre-roll; how advertising delivery platforms must keep pace with the increasingly sophisticated video-delivery infrastructures now being deployed; how to address the tendency of brands and media-buying agencies to focus their broadband video advertising buys on a handful of top sites; and what role user-generated video can play in advertisers’ media plans. Panelists include:

  • Todd Boes, VP of Marketing, Maven Networks
  • Bill Bradford, SVP of Content Strategy, Fox Broadcasting
  • Reggie Bradford, CEO, Vitrue
  • Tom Morgan, Chief Strategy Officer, Move Networks
  • Bill Niemeyer, Chief of Research and Analysis, BlackArrow (Moderator)
  • Andrew Solmssen, EVP, Schematic

11:30AM-12:30PM
Forum Room
What’s On (and Off) TV: The Future of Interactive Program Guides

With the rise of cable and IPTV VOD services that offer thousands (and, in the not-too-distant future, tens of thousands) of titles, and with an increasing amount of programming now available on nontraditional platforms, efficient content guidance, discovery and navigation are becoming more important than ever. In this session, representatives from high-profile IPG/EPG companies will provide an overview of the current state of the traditional EPG space, showcase some of their newest guidance products, and explain how they are adapting their product strategy for the emerging multiplatform TV universe; and representatives from companies that are developing solutions for discovering and navigating content, which do not fall within the rubric of traditional EPG’s, will demonstrate and discuss their solutions. Topics to be discussed include EPG’s in the age of multiplatform television; leveraging social networks and broadband video for content discovery and guidance; cross-platform personalized entertainment guides; new ways of exploiting metadata; the current state of the recommendation-engine space; and the future of input and navigation devices. Panelists include:

  • Negar Moshiri, VP of User Experience and Application Design, Hillcrest Labs
  • Richard Bullwinkle, Chief Evangelist, Macrovision
  • Jay Fehnel, VP of Entertainment Products, Tribune Media Services
  • Matt Johnston, CEO, Zodigo (Zodiac Interactive)
  • Ryan Jones, Director of Product Marketing for Telecom and Media, Fast Search & Transfer
  • Steve Shannon, EVP and General Manager of Product Development, Gemstar-TV Guide
  • Suzanne Stefanac, Director of the Digital Content Lab, American Film Institute (Moderator)
  • Steve Tranter, VP of Broadband and Interactive Delivery, NDS

11:30AM-12:30PM
Screening Room
New Developments in Broadband Video: Can the Internet Keep Up?

As any casual Web surfer can see, the broadband video space is experiencing tremendous growth: just a year ago, short user-generated videos in small Flash players represented the state of the art; today, however, while short-form user-generated videos remain popular with consumers, major media companies are aggressively distributing their premium content on their own broadband video sites and to partners across the Web, and technological improvements are enabling high-quality full-screen viewing experiences for that content, as well as increasing degrees of in-video interactivity. Nevertheless, the increasing popularity of broadband video–particularly of high-quality, long-format video–threatens to strain the Internet infrastructure over which it is delivered, and the question has to be asked: How will that infrastructure be able to cope should broadband TV one day achieve the popularity of traditional TV? The answer to this question, of course, has implications for the future of the Internet in general, centering on such hotly debated issues as traffic shaping and Net neutrality.

This panel–which includes representatives of broadband video publishing companies, CDN operators and peer-to-peer technology providers–will provide an overview of some of the latest developments in broadband video and identify the challenges the broadband video ecosystem faces going forward. Topics to be discussed include whether it is possible to create integrated broadband video destinations that satisfy consumers’ desire for both short-form and long-form content; effective strategies for monetizing broadband content (including pay-per-view, subscription and syndication, as well as advertising); the categories of customers (e.g. broadcasters, brands, niche content providers) that are proving to be the most fertile markets for broadband video; new technologies for improving the viewer experience; the impact of competition and price pressures in the CDN space; and strategies for alleviating the impact of broadband video on the Internet infrastructure. Panelists include:

  • Sanjay Desai, VP of Product Marketing, Brightcove
  • Joe Franzetta, EVP and General Manager of the Broadband Television Unit, TANDBERG Television
  • Ashwin Navin, Co-Founder and President, BitTorrent (Moderator)
  • Jeff Richards, VP of Digital Content Services, VeriSign
  • Stephen Trainor, VP of Strategy for the Content Markets Group, Level3
  • Lance Ware, CTO, Thomson Technicolor Electronic Distribution Services
  • Tony Yi, VP of Business Development, Narrowstep

12:30-1:45 PM
Lunch, Schmoozing and Networking

1:45-3:00 PM
Forum Room
Mavericks of Broadband TV: The Rise of the Independent Broadband Video Producer

The past year or so has seen an increasing amount of professionally produced original programming that is designed from the ground up for distribution on broadband TV platforms, with the launch of such series as “Quarterlife” from “thirtysomething” producers, Marshall Herskovitz and Edward Zwick, and “Prom Queen” from Michael Eisner’s Vuguru. At the same time, in part out of the user-generated content phenomenon a new genre of original broadband programming has emerged which, while often not produced by traditional TV professionals, enjoys increasingly high production values and larger and larger budgets. Examples of this new genre include fan-produced “Star Trek” and “Dr. Who” episodes, and programming devoted to high-tech, minority religions and cultures, and other niche areas that have been neglected by traditional television.

This panel–which includes producers of original broadband programming, representatives of companies that have emerged to aggregate and distribute that programming, and representatives of established media and entertainment companies that are seeking to exploit the opportunities presented by the original broadband programming phenomenon–will discuss, among other things, emerging business models and distribution and promotion strategies for producers of original broadband programming; distributing original broadband content on mobiles; how original broadband programming is playing into the social TV phenomenon; the emergence of formats and genres that are unique to broadband TV; strategies for operators, broadcasters and other entertainment-industry players interested in distributing or producing original broadband programming; and the future of the relationship between the traditional and broadband TV industries. Panelists include:

  • Peter Hoskins, CEO, ManiaTV
  • Quincy Jones III, CEO, QD3
  • Jim Louderback, CEO, Revision3
  • Gary Marenzi, Co-President of Worldwide Television Distribution, MGM
  • George Ruiz, SVP of Business Affairs and Co-Head of the New Media Group, ICM (Moderator)
  • Jay Sanderson, CEO, Jewish Television Network
  • Tiffany Shlain, CEO, The Moxie Institute, Founder of the Webby Awards

1:45-3:00PM
Screening Room
Clicking on Jennifer Aniston’s Sweater: The Re-Emergence of Tcommerce

In the early days of interactive TV, its advocates would often–perhaps a little breathlessly–talk of its potential for tcommerce, which, among other things, held the promise of allowing programming to be monetized without advertising: “If you’re watching ‘Friends,’ you’ll be able to use your remote to click on Jennifer Aniston’s sweater and instantly buy it,” was a frequently repeated scenario. In fact, it was repeated so frequently that “Jennifer Aniston’s sweater” became a somewhat rueful inside joke in ITV circles–especially as hopes diminished that viable tcommerce solutions would be commercially deployed anytime soon. Nevertheless, tcommerce now appears to be making somewhat of a comeback in ITV circles and beyond: two of the highest-profile home-shopping channels, HSN and QVC, are offering tcommerce applications, and a number of companies have recently emerged with “hotspotting” solutions and other new tcommerce technologies and platforms.

This session will assess some of the lessons learned from real-world tcommerce deployments, showcase a number of interesting new tcommerce platforms, and attempt to assess the future of the tcommerce space in general. Topics to be discussed include how viewers are responding to commercially deployed tcommerce services; effective business models for tcommerce; the kinds of programming (in addition to shop-at-home programming) that best lend themselves to monetization via tcommerce; strategies for integrating tcommerce into programming unobtrusively; mobile phones as a platform for tcommerce; and integrating voice calls into tcommerce services. Panelists include:

  • Sean Bunner, Operating VP of Advanced Services, HSN (Moderator)
  • Laurent Chemla, President and CEO, Ivy.tv
  • Chris Curtin, VP of Global New Media and Technologies, Disney Parks and Resorts
  • Babak Maghfourian, CEO, VideoClix
  • Brian Rogers, CEO, evenhere
  • Gary Schanman, VP of Advertising and Interactive Commerce Product Development, Comcast
  • Gary Sohmers, Chairman and President, IMAGE
  • Stuart Spiegel, SVP of Merchandising, Delivery Agent

3:00-3:30PM
Afternoon Tea, Schmoozing and Networking

3:30-5:00PM
Forum Room
The Future of ITV: A Three-Way Conversation Between Broadcasters, Operators and Technologists

While the past few years have seen US broadcasters and operators deploy a number of high-profile single-screen interactive TV applications, the fact remains that the US television market–particularly the cable sector–is significantly behind many other markets in its deployment of ITV technologies and services. Now that the EBIF and OCAP (tru2way) standards finally appear set for much broader deployment, are we about to see an explosion of single-screen ITV services from broadcasters and operators, or will the delayed deployment of the enabling technologies have a long-term negative impact on operator-delivered, set-top box-based ITV in the US? Will the increasing availability of programming via broadband cause viewers–especially younger viewers–to bypass traditional pay-TV platforms and use the Internet as their primary source of entertainment? How will the sophisticated interactive functionality already offered by broadband TV, such as Alternate Reality Games (ARG), mash-ups and enhanced on-demand players, migrate to the set-top box, if at all? And how will the retail availability of set-top boxes–particularly advanced set-tops that support XML-based services–impact the market for interactive TV programming and services?

This two-part plenary session will attempt to encourage a three-way dialog between broadcasters, operators and technology vendors on how they can collaborate more effectively to seize the opportunities presented by new ITV standards and technologies, on how they view the future of the set-top box-based ITV space in light of the emergence of interactive broadband TV, and on how they see the business models for ITV evolving.

In the first half of the session, a panel composed largely–though not exclusively–of broadcasters and operators that have been at the forefront of deploying interactive TV in the US will show some of the interactive services that they are currently offering or planning to launch in the near future; discuss how viewers are responding to those services; explain how the slow pace of ITV technology deployment in the US has affected their interactive TV strategies (for example, by forcing them to switch the focus of those strategies to two-screen ITV, participation TV and broadband TV) and predict whether it will have permanent consequences for the ITV industry; describe how they feel the deployment of ITV standards will impact their interactive efforts; identify strategies for monetizing single-screen ITV; and outline the areas they would like to see ITV technology vendors focusing on over the coming year or so.

In the second half of the session, a panel composed largely–though not exclusively–of ITV technology vendors will explain how they intend to meet the broadcasters’ and operators’ needs going forward; discuss what they are doing to prepare for EBIF and OCAP; outline the technological challenges they see arising as single-screen ITV becomes more widely deployed; explain how they are widening their product portfolios to respond to such emerging phenomena as interactive broadband TV, network convergence and user-generated content; and respond to some of the specific issues and concerns raised by the first panel. Panelists include:

  • Sean Bunner, Operating VP of Advanced Services, HSN
  • Jon Dakss, VP of Technology Product Development, NBC Universal
  • Matthew Emans, VP of Product Development, Navic
  • Dalen Harrison, CEO, Ensequence
  • Scott Higgins, Director of Interactive Programming, EchoStar
  • Lisa Hsia, SVP of New Media and Special Projects, Bravo
  • Ed Humphrey, President, Softel-USA
  • David Preisman, VP of Interactive Television, Showtime Networks
  • Steven Roberts, SVP of New Media and Business Development, DirecTV
  • Brian Seth Hurst, CEO, The Opportunity Management Company and Vice Chairman of the Academy of Television Arts & Sciences (Moderator)
  • Rachelle Zoffer, Director of Interactive TV, Verizon FiOS

5:00-6:00PM
Reception, Schmoozing and Networking

6:00-6:30PM
Forum Room
Interactive TV Fashion Show, Sponsored by HSN

This TV-themed fashion show–MC’d by HSN television personality, Marlo Smith–will feature interactivity (don’t forget to bring your SMS-enabled mobile phones!), prizes, and an array of futuristic outfits and accessories.

  • Fashion Designers: Silver Lucy (Silver Lucy Designs), Janet Hansen (Enlighted Designs)
  • Accessory Designer: Dee Dee Russell (Dee Dee TV)
  • VJ: Kosho

6:30-7:30PM
Forum Room
The Search for Extra-Terrestrial Intelligence
–Presentation by Seth Shostak, Senior Astronomer at the SETI Institute, and Interactive Q&A with Professor Lawrence Krauss

One of our goals, when we conceived the TV of Tomorrow Show, was to promote cross-pollination between interactive multiplatform TV and other areas of human endeavor, including art and science. Last year, we invited internationally known physicist and astronomer, Professor Lawrence Krauss, to give a highly praised lecture, entitled “Future Vision: Tuning in to the Real Universe,” that explained some of the most cutting-edge developments in physics and cosmology in language that was readily accessible to the show’s audience of television professionals. This year, in addition to inviting back Professor Krauss (due to popular demand), we have invited Seth Shostak, senior astronomer at the SETI Institute (which describes its mission as “to explore, understand and explain the origin, nature and prevalence of life in the universe”), to discuss that organization’s work, including its famous Project Phoenix, an ongoing search for extra-terrestrial intelligence via the analysis of patterns in cosmic radio signals. After Mr. Shostak’s presentation, Professor Krauss will interview him about the SETI Institute’s work (addressing such topics as whether humanity would, in fact, be better off remaining incognito, lest any extra-terrestrials we contact turn out to be less than friendly, and whether we can even assume that extra-terrestrial life will, like human beings, have any interest in communicating with other life forms) and lead an interactive question-and-answer session with the audience.

About Seth Shostak

As senior astronomer at the SETI Institute, Seth Shostak, who holds a BA in Physics from Princeton and a Ph.D from Caltech, is closely involved in the Institute’s search for extra-terrestrial intelligence. He is also responsible for much of the SETI Institute’s outreach activities–serving as science editor for its monthly publication, “The Explorer,” hosting its weekly radio program, “Are We Alone?,” writing magazine articles and books about its activities, and presenting its research both to academic and to general audiences. Before coming to SETI, Shostak did research work on galaxies using radio telescopes at observatories and universities in America and Europe. He is a recent recipient of the Astronomical Society of the Pacific’s Klumpke-Roberts Award, in recognition of his outstanding contributions to the public understanding and appreciation of astronomy; and also serves as chair of the International Academy of Astronautics SETI Permanent Study Group.

About Professor Lawrence Krauss

Lawrence M. Krauss is Ambrose Swasey Professor of Physics, Professor of Astronomy, and Director of the Center for Education and Research in Cosmology and Astrophysics at Case Western Reserve University. Krauss received his Ph.D from MIT in 1982 and then joined the Society of Fellows at Harvard University. He was appointed to the faculty of physics and astronomy at Yale University in 1985, and then joined Case as Chair of Physics in 1993. The author of seven popular books including international bestseller, “The Physics of Star Trek,” and the award winning, “Atom”–as well as a new book, “Hiding in the Mirror: The Mysterious Allure of Extra Dimensions from Plato to String Theory and Beyond”–Krauss is also a regular radio commentator and essayist for newspapers such as the New York Times, and appears regularly on television. Krauss is one of the few well known scientists today described by such magazines as Scientific American as a “public intellectual,” and with activities including performing with the Cleveland Orchestra, he has also crossed the chasm between science and popular culture. At the same time, he is a highly regarded international leader in cosmology and astrophysics: he is the author of over 200 papers, winner of numerous international awards for his research accomplishments and his writing (he is, for example, the only physicist to have been awarded the highest awards of the American Physical Society, the American Association of Physics Teachers, and the American Institute of Physics), and is a Fellow of the American Physical Society, and the American Association for the Advancement of Science. He has been particularly active leading the effort by scientists to defend the teaching of science in public schools.

SCHEDULE OF EVENTS FOR WEDNESDAY, MARCH 12TH

8:00-8:45AM
Registration, Breakfast, Schmoozing and Networking

8:45-9:00AM
Forum Room
Welcoming Address by [itvt] and Recap of the Previous Day’s Events

9:00-10:00AM
Forum Room
New User Experiences: Bold Designs for Tomorrow’s Multiplatform Interactive TV (II)

With interactive multiplatform TV, good design is not just a matter of visually appealing presentation: it is more appropriately understood as a quest to improve the way that viewers discover, search for, and watch and use TV programming and services. In short, it is about creating new and better user experiences. Yet creating these new user experiences presents designers with a host of new challenges: how to work around the limitations of still-nascent technologies and platforms; how to use conceptual/design development as a means of advancing our thinking about the possibilities of interactive multiplatform TV; how to maintain consistent branding and look-and-feel across diverse platforms; how to use visual cues to facilitate navigation of complex, multi-level applications; designing to the “lowest common denominator” (to ensure adoption/deployment within the legacy mass-installed base) versus designing to the capabilities of current and near-future systems; when and how to apply traditional TV design techniques to new programming platforms; and what the role of the designer should be as viewers are increasingly encouraged not only to contribute their own content, but to personalize the applications they use.

In this session, the people who are involved in the creation of new user experiences for interactive multiplatform TV will not only discuss the emerging principles of and the latest developments in multiplatform ITV design/user-experience creation, but will show several new applications and services that represent multiplatform ITV design’s cutting edge and that, in some cases, have never before been publicly shown in the US.

This showcase session proved to be one of our most popular last year, and we are therefore not only offering it again this year, but extending it into two separate panels–one on each of the show’s two days. In addition, this year we are expanding its scope to showcase a number of new and highly innovative display technologies that we believe have significant potential to influence interactive multiplatform TV design in the future. Panelists for the two days include:

  • Robert Gonsalves, SVP and General Manager of the ActiveMedia Group, ICT
  • John Lindquist, Schematic (Representing Papervision3D
  • Dewey Reid, Creative Director, EAT.TV (Moderator)
  • Steve Schklair, CEO, 3ality Digital Systems
  • Chris Yewdall, CEO, Digital Dynamic Depth

9:00-10:00AM
Screening Room
Bypassing the Set-Top Box: The Future of Two-Screen ITV and Participation TV

Web- and mobile-based participation TV and broadcast-synchronized two-screen ITV–which for a long time were viewed by many as interim solutions that would be superseded once single-screen interactivity became more practical–appear to be alive and well in the US, as an increasing number of broadcasters, frustrated by the slow pace of single-screen ITV deployment on cable set-top boxes, have opted to roll out two-screen/two-device alternatives (broadcasters that have launched two-screen/two-device ITV services over the past year or so include NBC, Turner, Discovery and ESPN–to name but a few). As a result, even as single-screen ITV has begun making tentative inroads into the US market, a number of both new and established companies are targeting that market with increasingly rich and sophisticated two-screen ITV and participation TV solutions.

This panel–which will feature representatives from a number of companies that have launched high-profile participation TV and two-screen ITV services over the past year, and which will be moderated by one of the pioneers of participation TV in the US market–is designed to provide a thorough examination of the two-screen/two-device ITV space and its future. Topics to be discussed include the reasons why two-screen/two-device ITV platforms and services continue to enjoy success in the US marketplace; monetizing the two-screen/two-device ITV experience through advertising, sponsorship and tcommerce; the kinds of programming that best lend themselves to two-screen/two-device ITV experiences and why; two-screen interactivity as a social TV experience; incorporating video and other rich media into two-screen ITV applications; the impact on the market of the UK participation TV scandal; and the long-term prospects for two-screen/two-device ITV as standards and technologies for set-top-based ITV become more widely deployed. Panelists include:

  • Bryan Biniak, CEO, Jacked
  • Rich Begert, CEO, SinglePoint
  • Jason George, Executive Chairman, Telescope
  • Morgan Guenther, Chairman and CEO, AirPlay
  • James Joyce, EVP of Business Development, 2waytraffic
  • Robert Riopelle, Co-Founder and VP of Business Development, LiveHive Systems
  • John P. Roberts, Former SVP of Digital Media and Entertainment, GSN (Moderator)

10:00-10:30AM
Schmoozing and Networking Break

10:30-11:30AM
Forum Room
Interactive TV Standards: Development and Deployment

This session–which builds on a similar (and highly praised) panel from last year’s show–is designed to provide an overview of the various standards (including OCAP/tru2way, ETV/EBIF, MHP, MHEG and DOCSIS) impacting the interactive TV industry, as well as the inside track on the future evolution of those standards from the people who are developing them. It will also provide reports from the field from the people who are working on deploying them, and from the people who are involved in developing new content based on them. Topics to be discussed include the current status and future development of interactive TV standards; the reasons behind the cable industry’s rebranding of OCAP as “tru2way”; bringing OCAP to the PC; how the sometimes stormy relationship between the consumer electronics and cable industries impacts ITV standards; MHEG as an alternative to MHP; issues that need to be addressed in order to enable broad deployment of the various standards for interactive and multiplatform TV; strategies for working with government to implement DTV mandates; and resources available to programmers looking to develop content to new ITV standards or smaller operators looking to deploy them. Panelists include:

  • Jeff Bonin, VP and General Manager, Alticast
  • Don Dulchinos, SVP of Advanced Platforms and Services, CableLabs
  • Peter Fannon, VP of Technology Policy, Government and Regulation, Panasonic
  • David Housman, VP of Strategic Initiatives, Vidiom
  • Sam Pemberton, CEO, Softel Group (Moderator)
  • Bill Sheppard, Chief Digital Media Officer, Sun Microsystems
  • Rachelle Zoffer, Director of Interactive TV, Verizon FiOS

10:30-11.30AM
Screening Room
Venture Capitalist Roundtable

A panel of venture capitalists with a track record of investing in interactive multiplatform television will discuss the market and its potential; the current trends they consider the most significant; the kinds of start-up ventures that are most interesting to the VC community; when to seek and when not to seek venture capital; common pitching mistakes; common misconceptions about business models; and more. Panelists include:

  • Tim Hanlon, EVP of Ventures, Denuo
  • Alex Knight, Founder, EDGE Labs
  • Gary Lauder, Managing Partner, Lauder Partners
  • Seth Shapiro, Founder, New Amsterdam Media (Moderator)
  • Allan Thygesen, Managing Director, The Carlyle Group

11:30AM-12:30PM
Forum Room
Changing the Game: Videogame Consoles and the Future of Interactive TV

When it comes to interacting with the television set, videogame consoles are currently offering some of the most immersive and engaging experiences available, and appear set to have a significant impact on the future of television. In fact, from the mass-market appeal of sports franchises, such as Electronic Arts’ “Madden ‘08,” to the hybrid games/TV shows offered by Kuma, and the emergence of machinima as a TV production tool, console-based gaming is already altering the TV landscape.

In this session, a panel composed of representatives of the console-based gaming space and of the set-top-based interactive TV games space (which, to date, has been one of the biggest success stories of ITV) will discuss how–as console technologies and the sophisticated interactive experiences they enable trickle down to mass-market set-top boxes, and as videogame consoles themselves are increasingly used to deliver television programming–these developments have the potential to change the game for the rest of the interactive TV industry. Panelists include:

  • Jonathan Boltax, VP of Programming and Service Management, Oberon Media
  • Allen DeBevoise, CEO, Machinima.com
  • David Getson, CEO, G-Net
  • John Gilles, VP of Media and Entertainment, Method (Moderator)
  • Keith Halper, CEO, Kuma Games
  • Michael Herst, Senior Manager of Entertainment Development and Programming, Electronic Arts

11:30AM-12:30PM:
Screening Room
IPTV Meets ITV: Interactive Innovation on IPTV Platforms

As the IPTV market matures, a number of companies are developing and deploying innovative interactive services that take advantage of the flexibility offered by IP technology and of the wide pool of developers that has grown up around that technology on the Web. This panel will explore some of the new services that IP technology is making possible, examine how consumers are responding to those services and how telcos are monetizing them, and also predict how the interactive IPTV space will develop over the coming year. Topics to be discussed include technologies that integrate telcos’ video and voice networks to enable new communications and advertising services; the emergence of unified infrastructures for powering IPTV and Web TV services; issues (including the risk of complexity) involved in integrating social networking and other Internet-based services into IPTV offerings; the practicalities of translating Web development into IPTV development; trackable, targeted and interactive advertising technologies for IPTV; the significance of hybrid (e.g. satellite/IP or DTT/IP) set-top box platforms; bringing broadband video to the IPTV set-top box; and new developments in IPTV standards. Panelists include:

  • Mitch Berman, CEO, ZillionTV (Moderator)
  • Paula Byrne, CEO, Pushbutton
  • Meredith Flynn-Ripley, CEO, Integra5
  • Shaun Illingworth, VP of Business Development for the Americas, Inuk Networks
  • Dominic Laval, Director of Emerging Markets, emuse technologies
  • Marty Stein, Senior Director of Marketing for IP Solutions, Motorola
  • Dr. Ofer Weintraub, CTO, Orca Interactive

12:30-2:00PM
Lunch, Schmoozing and Networking

1:00-2:00PM
Forum Room
The 5th Annual Awards for Leadership in Interactive and Multiplatform Television

[itvt] will present our 5th Annual Awards for Leadership in Interactive and Multiplatform Television at a lunchtime ceremony at the TV of Tomorrow Show. The awards lunch will also feature a presentation by Ensequence CEO, Dalen Harrison, on consumer demand for interactive TV services.

The Awards, which debuted in 2004 at the NCTA National Show in New Orleans, honor industry-shaping companies, organizations and individuals. They recognize excellence in eight categories:

  • Most Significant Impact“: the company or organization that has had the most significant impact on the industry as a whole over the past year (i.e. March 1st, 2007 through February 22nd, 2008).
  • Most Significant Newcomer“: the company or organization that was the most significant newcomer/breakthrough player of the past year.
  • Most Significant Technology, Platform or Product“: the company or organization that invented the most innovative and disruptive technology, platform or product of the past year.
  • Most Significant Content Offering“: the company or organization that created the most innovative and disruptive content offering of the past year.
  • Most Innovative Design or User Interface“: the company or organization that created the most innovative and disruptive design/user interface/content-navigation schema of the past year.
  • Individual Leadership I“: an individual who demonstrated notable leadership in the interactive, multiplatform TV industry over the past year, and whose efforts helped move that industry forward.
  • Individual Leadership II“: an individual who demonstrated notable leadership in the interactive, multiplatform TV industry over the past year, and whose efforts helped move that industry forward.
  • ITV All-Star“: an individual who has a long-term track record of leadership in the interactive multiplatform television industry, and who is an appropriate candidate for membership in an ITV Hall of Fame.

2:00-3:15PM
Forum Room
Innovations in TV Advertising: Ready for Primetime?

Although i-ads still represent just a tiny fraction of the cable and satellite advertising inventory in the US, and are nowhere near as ubiquitous here as they are in the UK, the past year has seen single- screen interactive TV advertising finally gain a significant toe-hold in the US: one company that specializes in technologies for ITV advertising recently told [itvt] that it now “enhances tens of thousands of spot ads across the US” daily. At the same time, new technologies are emerging to improve audience targeting and to enable TV advertising campaigns to leverage the power of the Internet and mobile phones; and the cable industry appears to be making a serious effort to rationalize and standardize the ITV advertising space via its highly secret initiative, Project Canoe.

In the first half of this two-part session, a panel composed of representatives of technology vendors that are developing innovative products for the TV advertising space will showcase the latest developments in TV advertising technology, including solutions for impulse-response and telescoping i-advertising, VOD advertising, enabling and managing cross-platform campaigns, targeting, and more; discuss the lessons they have learned from their recent work in the space; outline their product roadmaps for the coming year; and identify the challenges they believe the industry faces in such areas as standardization, targeting and tracking.

In the second half of the session, a panel composed of representatives of companies that have real-world experience in conducting interactive TV advertising campaigns and in marketing and promoting interactive advertising capabilities will discuss their experiences in the space over the past year or so; outline strategies for successfully selling ITV advertising to agencies and brands; identify the challenges they see impacting the space in the future, and the issues they would like to see Project Canoe address; and provide feedback on the new solutions presented by the first panel. Panelists include:

  • Brian Bos, SVP/Convergence Director, MindShare-Team Detroit
  • Doug Brown, VP of Marketing and Sales, Nexnet
  • Matthew Emans, VP of Product Development, Navic Networks
  • Hans Fischmann, General Manager of Advanced Media, Time Warner Cable
  • Todd Holmes, President, Liquidus
  • Jodie McAfee, Principal, Corporate Development, The Band (Moderator)
  • Alan Hoff, Senior Director of Core Software, SeaChange International
  • Jeff Miller, President and CEO, ICTV
  • Scott Rosenberg, VP of Product Management for Cross-Platform Advertising, Gemstar-TV Guide
  • Gary Schanman, VP of Advertising and Interactive Commerce Product Development, Comcast
  • Stuart Waite, Head of Advertising and Interactive, Alcatel-Lucent

2:00-3:15PM
Screening Room
UGC 2.0: Personal Broadcasting, Personal Video Portals, and Other New Developments

Over the past two years or so, the user-generated content phenomenon has been increasingly embraced by traditional television and its advertising base, with user-generated videos appearing on many established broadcasters’ TV channels and broadband Web sites and even being incorporated into Super Bowl commercials. This panel–which includes representatives of companies that are developing technologies designed to enable more sophisticated and interactive user-generated content–will attempt to answer the question: Where does user-generated video go next? Topics to be discussed include the emergence of live personal broadcasting; business models for user- generated content–what has worked and what has failed so far?; new tools for improving the production values of user-generated video; bringing interactivity to user-generated video; transforming the end-user into a content aggregator; the relationship between user-generated content and the social TV phenomenon; and new strategies for broadcasters and other entertainment companies interested in monetizing UGC or using it as a marketing tool. Panelists include:

  • Jim Baldwin, Product Unit Manager for the IPTV Program, Microsoft TV
  • Cynthia Francis, CEO, Reality Digital
  • John Ham, Founder and Head of Business Development, Ustream.tv
  • Max Hoat, CEO, Mogulus
  • Steve Rosenbaum, CEO, Magnify.net
  • Jay Sanderson, CEO, Jewish Television Network

3:15-3:45PM
Afternoon Tea, Schmoozing and Networking

3:45-5:00PM
Forum Room
Trend Analysis: Panel Discussion and Open Mic

This end-of-show wrap-up session was one of our most popular last year, and we are bringing it back this year due to audience demand.

Over the course of the show’s two days, [itvt]’s editorial staff will put together an ad-hoc panel, composed not only of panelists from other sessions, but of members of the audience who have distinguished themselves during the show with interesting perspectives, questions and feedback. Then, through dialog with this panel and through an interactive Q&A with the audience, we will attempt to identify and analyze some of the interactive TV trends that came to light during the show, and also to promote a dialog on any important topics in the ITV space that the panelists and the audience would like to see covered in more depth in the [itvt] newsletter over the coming months and in next year’s TV of Tomorrow Show.

URL: http://www.thetvoftomorrowshow.com