CTAM Summit List of Sessions 2005 CTAM Summit
Monday, July 25, 2005
7:30 AM-9:00 AM
Summit Center Ring Open Hall B
7:30 AM-5:30 PM
Registration Open Hall B
Mark Awards Gallery Open Hall B

Sponsored by:
Hallmark Movie Channel, HBO, The History Channel, Lifetime Television and Showtime Networks, Inc.
Business Center Open Hall B
Sponsored by: Tribune Media Services 7:30 AM-9:00 AM
Morning Coffee Exhibit Hall B

Sponsored by: NBC Universal Cable
Massage Chairs Open Exhibit Hall B
Sponsored by: A&E
Digital Knockouts Open 7:30 AM-8:45 AM
International Marketing – Secrets of Slipping a Competitive Punch. Hall B – Theater 1

You think your competition is tough? Come and get some competitive training tips from those who have been waging marketing wars in highly-charged competitive donnybrooks for years – and succeeding. You’ll hear some powerful examples from different areas of the globe that can help you move more competitively in the months and years go come. Speakers: Mike Losier, SVP, marketing & sales, Jupiter Telecommunications (J:COM)
Michael Lee, VP, strategy & development, Rogers Cable Communications
Jude Blake, chief marketing officer/EVP, consumer markets, Cablecom, GmbH
Fernando Ojeda Gonz�lez-Posada, GM, clients & services, ONO
Moderator: Nimrod J. Kovacs, chairman, UPC Central Europe Group 9:00 AM-10:00 AM
Keynote Session Hall B

Sean R. H. Bratches, Summit Co-Chair, president, Disney and ESPN Media Networks, affiliate sales and marketing
Dave Watson, EVP, operations, Comcast Cable Communications
Shelly Lazarus, chairman/CEO, Ogilvy & Mather Worldwide 10:00-10:30 AM
Summit Center Ring Open Hall B
Coffee Break Hall B

Sponsored by: NBC Universal Cable
Massage Chairs Open Hall B
Sponsored by: A&E
Digital Knockouts Open Hall B 10:30-11:15 AM
Keynote Session Hall B Jon Bon Jovi
11:15-11:45 AM
Summit Center Ring Open Hall B
Coffee Break Hall B

Sponsored by: NBC Universal Cable
Massage Chairs Open Hall B
Sponsored by: A&E
Digital Knockouts Open 11:45-12:30
Track Keynotes
Big Ideas for Fiercely Competitive Marketing 103C

Underwritten by the CTAM Educational Foundation
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. Audience:
MSO Marketers; all levels, with advanced appeal

Julie Simon, VP, video product management, Time Warner Cable

Dr. Youngme Moon, associate professor, Harvard Business School 11:45-12:30
Integrated Marketing Today: The One-Two Punch of Traditional and New Media 103AB

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 of 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. Speaker:
Peter Sealey, CEO and founder, Los Altos Group; former chief marketing officer, The Coca Cola Co. 11:45-12:30
Knockout Sales Strategies 105AB

Explore how to close the sale and create a sales-oriented culture. Get some insider insights from outside the industry and then bring it back home with reactions from MSO executives. Takeaway: Strategic and actionable advice on how to be a closer and create a productive and positive sales environment. Speaker:
Rob Solomon, SVP, customer care, HSN Reactor:
Charles Bartolotta, SVP, customer operations, Mediacom Communications Corporation 11:45-12:30
Sandi Michel, VP, customer care, Cebridge Connections 11:45-12:30
Monetizing Advanced Video Services 201ABC

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 panel as they share their experience and insight. Takeaways: Gain a better understanding of VOD and other value add services. Moderator:
Mavis Scanlon, editor at large, CableWorld Speakers:
Lynne Costantini, SVP, programming, Time Warner Cable
Lori McFarling, SVP, affiliate sales & marketing, Discovery Networks
Geof Rochester, SVP, marketing, Showtime Networks 11:45-12:30
What Does "Portability" Mean to Your Business? 204ABC

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. Moderator:
Donald P. Dulchinos, SVP, advanced platforms & services, CableLabs Speakers:
Steve Jacobs, VP, broadband alliances, Sony Corporation of America
Neil Gaydon, worldwide sales & marketing director, Pace Micro Technology PLC
Dr. Phillip Alvelda, chairman/CEO, Idetic Inc.
Debora Wilson, president, The Weather Channel Companies Bell Ringer:
Arthur Ordu�a, VP, strategic initiatives, Advance/Newhouse Communications 12:30 PM-2:30 PM
Summit Center Ring Open Hall B
Massage Chairs Open Hall B

Sponsored by:A&E
Digital Knockouts Open 12:30 PM-1:30 PM
Summit Center Ring Lunch Hall B
2:30 PM-3:45 PM
Breakout and Time with Your Trainer Sessions
2:30 PM-3:45 PM
Blogs, Guerillas and Buzz… OH MY! – Trends in Alternative Marketing 102B

Get schooled on the hottest marketing trends and how they can be applied to cable. Instructor:
Mark Hughes, CEO, BuzzMarketing 2:30 PM-3:45 PM
Competitive Broadband Marketing 104AB

Find out how to leverage the superiority of cable’s broadband platform and capitalize on its strengths to vanquish your competitors through compelling consumer marketing. The stage will be set with insights from two leading experts, then share your own ideas and questions with other broadband marketers.Takeaway: Sound advice and concrete ideas for advertising and marketing your broadband service in the face of growing competition. Instructors:
Gregg R. DiPaolo, SVP, high speed data, Time Warner Cable
Suzanne McFadden, VP, marketing, online & voice services, Comcast 2:30 PM-3:45 PM
Digital Simulcast – Preparing for the Future201ABC

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. Speaker:
Eric Brown, SVP, western division operations, Charter Communications
Madison E. Bond, EVP, programming, Comcast Cable Communications
Leslie Ellis, senior technology advisor, CTAM
Benjamin Pyne, EVP, Disney and ESPN Media Networks Moderator:
Coleman Breland, EVP, sales & marketing, Turner Network Sales 2:30 PM-3:45 PM
Heavy-Hitting Approaches to Marketing the Bundle 103C

Get it while it’s hot – we’re talking about maximizing resources to maximize your bundling message. Hear from agencies, MSOs, systems and networks that will cover and evaluate new and integrated ways to market that all-important bundle. Speakers:
John Hargis, SVP, marketing & advertising, Cablevision Systems Corp
Mary Murano, EVP, affiliate sales, Oxygen Media Inc.
Dena Malsom, director, marketing communications and branding, Cox Communications Moderator:
Mike Rahimi, SVP, marketing & consumer service, Mediacom Communications Corporation 2:30 PM-3:45 PM
Multicultural Sales 105AB

Get expert, specialized coaching in selling to multicultural audiences. From call centers to grass roots efforts such as festivals and community-level sales drives, find out how they’re working to increase business for cable companies and programming networks. Speaker:
William Ortiz, president, HispanicWorks (a division of GlobalWorks Group)
Marlene Braga, director, programming, The History Channel en Espanol
Marvin Davis, SVP, marketing, Comcast Cable Moderator:
Cesar Cruz, Director, multicultural marketing, Cox Communications, Inc. 2:30 PM-3:45 PM
New Research Methodologies Beef Up Marketing Muscle 102A

Discover creative new ways to dive deep inside your customers’ minds. Then learn and discuss how to turn this information into marketing strategy and tactics. Instructor:
Todd Cunningham, SVP, brand strategy and planning, MTV Networks 2:30 PM-3:45 PM
Put Phone in your Future – Wireline + Wireless 204ABC

Voice over IP and cable’s wireless play are all the rage. What are the business opportunities and how does cable go to market with wired and wireless service? Find out, from the forefront, how cable phone service is working from different geographic and strategic perspectives.Takeaway: Strategies for strengthening your competitive position and stealing market share with wired and wireless cable phone service. Speakers:
Dale Fox, VP, digital phone, Time Warner Cable
John Garcia, SVP, sales & distribution, Sprint,
Richard P. Dowling, SVP, corporate development, GCI Moderator:
David Pugliese, VP, product marketing & management, Cox Communications, Inc. 2:30 PM-3:45 PM
Ready to Rumble! Marketing Teams Duke It Out for Title: "Best 103AB

Communications for Cable TV Parental Controls", 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 executions for a solving a difficult marketing communications challenge. Speakers:
Janice Arouh, SVP, network distribution and service, Hallmark Channel
Brian Diecks, executive creative director, DZP Marketing Communications
John Barker, president, DZP Marketing Communications
Ray Rainville, executive producer, DZP Marketing Communications
Marvin Dorson, SVP, Creative Services, Hallmark Channel
Laura Masse, SVP, marketing, Hallmark Channel
Jennifer L. Stine, EVP/COO, Renegade
Sara Keating, Cramer Moderator:
Mark Tomizawa, president/CEO, SMASH Advertising 2:30 PM-3:45 PM
Sales Management – Hiring, Training, Motivating and Evaluating 101A

Every team needs a great coach – and every coach needs great athletes. Learn how to maintain a winning sales team with ideas for hiring, training, motivating and evaluating sales champions. Instructor:
Kris Schaeffer, president, Kris Schaeffer & Associates 2:30 PM-3:45 PM
Top Contenders: Winning On Demand Case Studies 107AB

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 implement in your own business. Speakers:
Gina Gentili, manager, acquisition/retention Marketing, Cox Communications
Douglas Craig, VP, programming, VOD, Discovery Communications, Inc.
Jon Gorchow, VP/GM, CN8, The Comcast Network
Marjorie Deninger, VP, research, Showtime Networks Inc.
Marty Youngman, marketing manager On Demand/PPV, Cox Communications
Moderators:Sergei Kuharsky, EVP, sales & marketing, iN DEMAND Networks
Chuck Bolkcom, group publisher, B&C and Multichannel News, Reed Television Group 3:45 PM-5:00 PM
Summit Center Ring Open Hall B
Afternoon Refreshment Break Hall B

Sponsored by: NBC Universal Cable
Massage Chairs Open Hall B
Sponsored by: A&E
Digital Knockouts Open 4:15 PM-5:00 PM
Promoter’s Showcase – BigBand Networks Hall B – Theater 3

Sponsored by:BigBand Networks
Switched broadcast is a revolutionary technology compatible with already deployed digital equipment that can dramatically impact cable marketing efforts. It is the easiest and most cost-effective way to retain subscribers and grow revenues by dramatically expanding live programming carriage, and enhancing the overall bandwidth efficiencyof the plant. Speaker:
Seth Kenvin, VP, strategic marketing, BigBand Networks 4:15 PM-5:00 PM
Promoter’s Showcase – Maritz Hall B – Theater 2

Sponsored by: Maritz 4:15 PM-5:00 PM
Promoter’s Showcase – Synacor Hall B – Theater 1

Sponsored by: Synacor Winning the Broadband Customer – Differentiating Our HSI Offer
There’s no stronger competitive edge than offering customers compelling content. Find out how to beat SBC Yahoo and other DSL competitors with this inside track on making content and applications click with customers. Hear from the masters, as operators and programmers share secrets to success on how these services help acquire & retain customers. Speaker:
Ron Frankel, president/CEO, Synacor 5:00 PM-6:30 PM
Chairman’s Reception Bridge

Sponsored by: Starz On Demand 9:00 PM-12:00 AM
Monday Night Party TBD

Sponsored by: Disney and ESPN Media Networks

The Daily


Strike Up the C-band

While AT&T and Verizon paused the expansion of 5G rollouts using C-band near airports after airlines warned it could delay flights, the companies note that this is only a small portion of their network.

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