Summit School
As a prelude to CTAM Summit, we asked operators and programmers what they want to discuss and learn at Summit. Their responses are excerpted below. Bob Rose, evp, Court TV I want to discuss the ROI for basic cable networks’ affiliate marketing, LAS and public affairs efforts. Do operators appreciate the efforts of nets that spend considerable time and resources providing award-winning local promotions, LAS and affiliate marketing campaigns to help ops differentiate from DBS and generate revenue? Do these efforts enter the license-fee equation? Shouldn’t they? Nancy Heffernan, dir, video prod marketing, Cox I hope to learn how to better leverage new video products, especially competitive differentiators, to grow video market share. I want to discuss with colleagues what’s working at retail to influence consumers to choose cable over DBS. With the confusion in the market around some of the newer video products, what have others done to effectively educate consumers about products like HDTV, DVR and EOD? Bryan Smith, vp, b’band/tel services, Insight I hope to hear how other MSOs are addressing the competitive threats from DSL providers, as well as the impact that retail is having on our industry. Brad Fox, svp, aff rel, E! Networks I hope to gain a better understanding of how VOD and HD can be a business for cable networks with our MSO partners. How DVR will impact viewing habits and its impact on ad revenue models. I’d like to hear industry leaders on packaging and promoting these new video services and how they feel consumers will re-act. Will traditional cable lose out on consumer usage with the focus on the value of "the bundle" (voice, video and data)? How will this impact traditional cable viewing and ratings? EJ Conlin, vp, aff marketing, ESPN I’m looking forward to discussing strategies for new tech-based products like broadband, VOD and HDTV. These products, as well as identifying new partnership opportunities in the retail (and other) sectors, help define the marketing landscape and savvy required to cross the divide from the technology to the consumer. We know these products offer great revenue opportunity. With the best and brightest at CTAM I am looking forward to witnessing the marketing and thought leadership that will help actualize that revenue potential. Jennifer Reichenbach-Dangar, vp, new media distrib, aff sales & marketing, Discovery Nets, U.S. I’m looking forward to discussing the new media space-VOD, SVOD, broadband, iTV, etc. I think the more we discuss and debate the merits and potential challenges of rolling out new products in these spaces the smarter we all become. How do you stay relevant and progressive in these new spaces without being too far ahead of the consumer curve? How do you effectively market in the new media arenas (where content offerings can be overwhelming)? This space changes so quickly that I always enjoy hearing the latest projections on when we will be able to measure ratings in VOD and if there is a new way to monetize some of these investments. Jenny Alonzo, vp, prod/inventory ops, Lifetime Everyone in cable faces similar challenges on how to maintain and build their brands in an increasingly cluttered and competitive marketplace. How do we steer people to our product? That’s the million-dollar question. While we’re all careful about sharing strategies, just the simple give and take of meeting for drinks, attending panels or engaging in hallway conversation can sometimes spark ideas. Despite different companies, we’re all colleagues at the end of the day. Andy Addis, svp, marketing/new products, Comcast The great thing about Summit is the chance to share ideas formally and informally. That builds camaraderie and trust, which-in the end-helps us create the scale we need to attract partners and take cable marketing to the next level. This collaboration over time will enable cable to be even more effective in the marketplace.
