CTAM Summit 2010: Oct. 18 Schedule

Monday At CTAM Summit 2010

10 a.m.-6 p.m.

1:30 p.m. - 2:30 p.m.
Grand Ballroom BCD
(Supported by Disney/ESPN)

Keynote Speaker:
Rita Benson LeBlanc, owner/executive VP, New Orleans Saints
Josh Sapan, president and CEO, Rainbow Media

Participants will be inspired as Rita Benson LeBlanc discusses creating and implementing a winning game plan against incredible odds. Set against the backdrop of a post-Katrina New Orleans, LeBlanc engendered the passion of a city in ruins. She shepherded the National Football League's Saints to a new pinnacle by building a championship team and positioning the franchise as a leader in rebuilding the Gulf South.

2 p.m. - 4 p.m.
Refreshment and Ice Cream Break
(Sponsored by CSG Systems)

2:30 p.m. - 3 p.m.
A rare opportunity for CTAM attendees to ask their most burning questions of industry leaders, unscripted and face to face. Space is limited to first 50 RSVPs for each speaker, in order to create a meaningful, interactive experience. Conference registration required to participate.

Chequers room:
Sam Howe, EVP and chief marketing officer, Time Warner Cable
Eglinton/Winton room:
Tony Werner, EVP and chief technology officer, Comcast

3 p.m. - 4:15 p.m.

Direct Marketing as a Strategy (Not a Tactic)
Grand Ballroom A
The basic tenets of any marketer are boosting acquisition, encouraging loyalty, and deepening customer relationships. Hear from experienced industry leaders who have successfully evolved direct marketing beyond being a tactical element of their marketing strategy. Topics covered will help attendees:
• Recognize the best ways to leverage and deploy direct marketing;
• Extend practical, direct marketing techniques to newer areas such as mobile and social media;
• Discover how to realize a clear and quantifiable increase in your ROI.
Plus, all session attendees will receive a complimentary copy of the 2010 DMA Statistical Factbook: The Definitive Source for Direct Marketing Benchmarks.

Kenneth Ebeling, SVP, member and segment services, DMA
Bob Fetter, SVP, Pluris Marketing
Karen Habib, director of hispanic marketing and development, Eclipse Marketing Services

Mark Awards: Best of Show
Grand Salon A
Whether you're looking for creative inspiration or practical tactics, the 2010 Mark Awards top winners are an inspiring creative resource. Get the inside stories behind the success of a select few whose featured marketing ranges from comprehensive, multimedia campaigns to single media innovation. Following the presentations, you'll have a chance to ask questions of these champion marketers.

Getting Interactive: Reinventing Cable Television Now
Grand Salon D
As broadband-enabled Internet disrupts the industry's traditional advertising and video-distribution business models, EBIF-enabled interactive TV represents an important strategic opportunity for programmers and cable companies to work together to drive value into their core services. Understand how EBIF-enabled ITV can be a powerful marketing tool for both MSOs and programmers, and through actual case studies, you'll discover:
• How ITV enhances the viewing experience for both programming and advertising, including cross-channel and tune-in promotion
• Consumer responses to ITV, based on set-top box data and market research
• How historical ITV deployment impediments are being solved plus updates on launch timelines for ITV applications, such as the application build process, certification and "value exchange."

Jennifer Dangar, EVP, distribution and business development, The Weather Channel
Peter Low, president chief operating officer, Ensequence
Lisa Meier, VP of sales, Time Warner Cable
Steve Necessary, VP, video strategy and product management, Cox Communications
Kathy Timko, Chief Operating Officer, Canoe Ventures

Phil Knightbridge, IBB Consulting Group

The Key to On Demand - Metadata Best Practices and Guidelines
Belle Chase
Metadata is critical to the presentation of cable's on-demand offerings and overall customer experience. Discover why it's so important and get first-hand information from the MSO community on the do's and don'ts of publishing. Produced by the On Demand Quality committee of CTAM's Advanced Cable Solutions Consortium, key takeaways will include:
• Metadata best practices guidelines with an easy to read outline of the VOD Metadata 3.0 specifications;
• Examples of good vs. bad metadata, using screen captures from each MSO;
• A review of the updated MSO approved Genre descriptions and Show Types (formerly Program Types);
• Handouts for all of the above.

Kory Metcalf, Director, Cox Communications
Aerin Schlumpberger, VP, Operations, Avail-TVN Entertainment
Todd Wakai, Senior Product Manager, Comcast

4:30-5:45 p.m.
Sorting Out the Contract Dilemma
Jefferson Ballroom
(Reserved for MSO Attendees Only)
Discover the pros and cons of when, where, and how on contracts and recognize whether they are problematic or the Holy Grail for cable and the competition. Understand, when going forward, how contracts are best used for win backs, to up sell and lower churn. Hear from those who are:
• Implementing contracts across an MSO-wide footprint;
• Executing in some, but not all regions;
• And hear from those not offering any contracts.

David Baran, VP, marketing strategy and initiatives, Time Warner Cable
Tony Matthews, executive director of marketing, Cox Communications
Mike Rahimi, SVP, marketing and consumer services, Mediacom Communications
Ted Schremp, EVP and chief marketing officer, Charter Communications

John Pascarelli, chief operating officer, Mediacom

ITV Idol: Ground Breaking Applications
Grand Salon D
(Sponsored by Canoe Ventures)
Join the fun and vote for your favorite EBIF-based application. Application developers compete while sharing their latest interactive apps. Hear from the finalists on how consumers are engaging and reacting. Gain insight into how ITV can impact the business and drive revenue, retention and loyalty, and be there to vote for your favorite application. Winners will receive the first CTAM Summit Get Interactive! awards.

The Video Store Moved In: What's Next for Movies On Demand?
Grand Ballroom A
The business of movies "on-deman"' is undergoing dramatic change. Get caught up on the shifts in consumer behavior as brick-and-mortar rental options morph into a myriad of competitors, windows open and close, and cable ups the promotional ante.

Judi Allen, VP, programming strategy and business development, Time Warner Cable
Michele Edelman, VP of marketing, Warner Bros.
Aubrey Freeborn, senior VP, marketing and product management, 20th Century Fox
Marty Roberts, VP, sales and marketing, ThePlatform
Jill Rosengard Hill, SVP, Frank N. Magid Associates

Lauren LoFrisco, SVP, affiliate marketing, In Demand

Mark Awards
Acquisition Upgrade and Promotion of Non-Linear Products
Grand Salon A

For many, marketing boils down to the hard work of daily promotion of all-things new - be they services, products, platforms or content. From On Demand and HDTV to a website or an interactive content experience, these award winners will show you how strategy and creative combine to educate consumers, build viewer engagement or make the phones ring.

6 p.m.-7:15 p.m.
Mark Awards Presentation / Reception
Sponsored by HBO & Showtime Networks, Inc., and Teradata
Hilton - Versailles Ballroom, 3rd Floor
Celebrate the industry's finest work with the people who created it in a knockout New Orleans-style gala with live music, food and drinks. Finalists discover if they've won bronze, silver or gold and the annual Top of the Mark and brand new "Most Innovative" awards are announced by CTAM president and CEO Char Beales.

9 p.m.-Midnight
Generations Hall, 310 Andrew Higgins Drive
Characters Unite!
(Sponsored by USA Network)
USA Network looks beyond stereotypes and promotes the power of diversity by celebrating what makes this country unique - its characters.