While it’s not yet an embarrassment of riches, MSO marketing is stronger than it was even two years ago. "It’s a new day on the MSO side," cable’s marketing maven Char Beales says, using descriptors like "increasing sophistication, broader strategic approaches, more success in the competitive world, more use of research" to summarize the state of cable marketing on the eve of Summit. The increased competition and cable’s more robust product set have forced marketers to sharpen their messages, the CTAM chief says. In turn, Summit must address cable’s marketing makeover. "The new products have been out there for a while, the competition’s been out there for a while, so we have to take the next step," she says. Some of those steps include bringing to Summit panels experts like the CMO from Yahoo and the head marketer for Motorola’s Razr phone (July 19, 4:15 p.m.), "so we can start thinking about that whole new world of marketing. It’s not just their products—they’re going to market differently," she says. "We also have a session on marketing in a world where there’s too much choice—consumers are overwhelmed" (July 18, 4:15p.m.). Summit’s audience has become more diverse in its needs, "so for the first time we’ve created sessions for active learners, who want to do homework before they arrive in Boston." For example, Summiteers were able to get free copies online of Fred Reichheld’s best-selling business book The Ultimate Question last month so they’d be ready for his session (July 19, 2:30 p.m.), hundreds did. And at CTAM’s website, active learners, passive learners and networkers were routed to different sections that prepared them for Summit. To prepare you, we provide below an abridged list of Summit sessions as of July 6. 2:30 – 3:45 pm
Rm 310
ANATOMY OF AN OCAP APPLICATION New Media Track
This non-technical tutorial will explain what it takes to build an OCAP application.
MARK HESS, SVP, Comcast 2:30 – 3:45 pm
Room 311
MANAGING THE MSO MARKETING RELATIONSHIP: SECRETS REVEALED New Management Track
NANCY HEFFERNAN, Director, Cox Communications
VICKI LINS, VP Comcast Spotlight
JERRY MCKENNA, VP, Strategic Marketing,Cable One 2:30 – 3:45 pm
Room 204
MULTICULTURAL STRATEGY LYNETTE PINTO, VP, Marketing, NBC Universal 5:00 – 6:30 pm
Hall C
MARK AWARDS PRESENTATION Hosted by John Salley of FSN’s Best Damn Sports Show Period. 9:00 – 10:00 am
Hall C
GRAND TAM AWARD AND KEYNOTE ADDRESS JUDY McGRATH, Chairman and CEO, MTV Networks 10:30 – 11:15 am
KEYNOTE ADDRESS
DONALD MACDONALD, VP/GM, Digital Home Group, Intel Corp. 11:45 – 12:30 pm
KEYNOTE ADDRESS
SEAN GOLD, SVP, MySpace.com 2:30 – 3:45 pm
Ballroom C
MOBILE DEVICES – SHOW AND TELL New Mobility Track
Get a close-up look at some of the hottest mobility products that use the cable platform. 2:30 – 3:45 pm
Ballroom B
NEW APPROACHES TO MEASURING MARKETING ROI ACROSS DISCIPLINES New Management Track
CHARLIE COLLIER, EVP, Court TV
TONY MALDONADO, VP, Cox
TRICIA MELTON, SVP, Turner Moderator:
STEVE SCHIFFMAN, EVP, National Geographic Channel 4:15 – 5:30 pm
Ballroom B
MARKETING IN A WORLD OF TOO MANY CHOICES New Marketing Track
Author Barry Schwartz will explain his "capability vs. usability" theory and how choice can illogically erode product satisfaction. 4:15 – 5:30 pm
Room 302/304
MISSION POSSIBLE – HOW TO SUCCEED WITH BROADBAND VIDEO New Media Track
JB PERRETTE, SVP, New Media & CFO, NBC Universal
CHANNING DAWSON, SVP, Emerging Media, Scripps
DERMOT McCORMACK, SVP, Interactive, Cablevision 4:15 – 5:30 pm
Ballroom A
SHOW ME THE MONEY: MONETIZING PORTABLE MEDIA New Media Track
Is there a viable business in the distribution of portable media to mobile devices? 4:15 – 5:30 pm
Ballroom C
CHANGE HAPPENS: OWN IT…OR ELSE New Management Track
By design or by default, change happens—it’s how we choose to work in it and through it that makes the difference.
LISA GERSH, President/COO, Oxygen
JIM MORGAN, SVP, Human Resources, Insight 5:30 – 6:30 pm
Sheraton Grand Ballroom
CHAIRMAN’S RECEPTION Sponsored by Fox Cable Networks. 9:00 – 10:00 am
Hall C
GENERAL SESSION HALL OF FAME INDUCTION The Nominees
C-SPAN School Buses: A Vehicle for C-SPAN’s Message
Cox: Your Friend in the Digital Age
Launch of Hallmark Channel
HGTV Dream Home
Turner Classic Movies – 31 Days of Oscar KEYNOTE ADDRESS DR. STEVEN LEVITT, Co-Author
Freakonomics: A Rogue Economist Explores the Hidden Side of Everything 10:30 – 11:15 am
Hall C
GENERAL SESSION KEYNOTE ADDRESS JUNE BLOCKLIN, Vice Chairman, Young & Rubicam Brands 11:45 – 12:30 pm
Room 107
APPLYING FREAKONOMICS TO THE CABLE INDUSTRY Facilitator
MIKE LOSIER, Director, SVP, Marketing Division, Jupiter Telecommunications 11:45 – 12:30 pm
Room 305
EXPLOITING LOCAL ASSETS FOR SUCCESSFUL SALES & MARKETING COLLABORATION Facilitator
E. B. MOSS, Principal, Moss Appeal 11:45 – 12:30 pm
Room 303
GET THE MOST OUT OF YOUR PR AGENCY – INTERNAL & EXTERNAL Facilitator
LELA COCOROS, Co-Founder and Partner, October Strategies 11:45 – 12:30 pm
Room 308
IMPROVING NEW CUSTOMER RETENTION Facilitator
JIM SHARKEY, Director of Business Development, Eagle: XM 11:45 – 12:30 pm
Room 206
LOCALISM AS A COMPETITIVE ADVANTAGE Facilitator
JOHN DEGARMO, SVP, Affiliate Relations, Reelz Channel 11:45 – 12:30 pm
Room 103
MARKET SEGMENTATION WHO IS THE NEXT GENERATION? Facilitator
DAVID PATCHEN, SVP, MainStreet Group 11:45 – 12:30 pm
Room 201
MARKETING ON THE WEB 11:45 – 12:30 pm
Room 301
MAXIMIZING PROGRAMMERS’ CAMPAIGNS Facilitator
LORI PATE, Executive Marketing Producer
LEE HUNT, PMCD Design 11:45 – 12:30 pm
Room 104
MULTICULTURAL MARKETING 11:45 – 12:30 pm
Room 105
MULTI-PRODUCT BUNDLING 11:45 – 12:30 pm
Room 106
NON-LINEAR ADVERTISING – AD MODELS 11:45 – 12:30 pm
Room 307
ON-SCREEN PROMOTION/NEW MENU CONCEPTS Facilitator
HOPE FULGHAM, CEO, Piazza Advertising 11:45 – 12:30 pm
Room 204
REWARDS & RETENTION THE UNTAPPED RESOURCE FOR BUILDING CUSTOMER LOYALTY Facilitator
DAVE ZOERB, SVP, Marketing, Frank Mayer & Associates 12:45 – 2:15pm
Sheraton
HOW DO YOU BUG A TWO-INCH SCREEN?
NETWORK MARKETING IN A MULTI-PLATFORM WORLD
New Media Track Produced by the CTAM Network Consumer Marketers Council. 2:30 – 3:45 pm
Ballroom B
OFFENSE AS DEFENSE: GROWING CABLE PHONE TO DEFEND THE VIDEO BUSINESS New Marketing Track Driving phone penetration is the key to defending against video competition from the phone companies. Learn proven strategies to grow cable’s business and win the hotly contested battle for the consumer. JASON BAZINET, Director, Cable & Satellite, Equity Research, Citigroup Investment Research
JEFF HENRY, Regional VP, Marketing, Texas Region, Time Warner Cable
AL MIKOLAJCZYK, Director, Broadband Marketing, Cox Communications Orange County/Palos Verdes
TED SCHREMP, SVP & GM, Charter Telephone, Charter Communications 2:30 – 3:45 pm
Ballroom A
THE ULTIMATE QUESTION – DRIVING GOOD PROFITS AND TRUE GROWTH New Management Track Turn customers into promoters who generate good profits and true, sustainable growth.
FRED REICHHELD, Director Emeritus & Bain Fellow, Bain & Company UNDERSTANDING THE MULTI-PLATFORM, MULTI-TASKING CONSUMER New Marketing Track 4:15 – 5:30 pm
Hall C
CLOSING GENERAL SESSION NEW MARKETING THAT CONSUMERS LOVE Learn from the best in this wide-ranging discussion of the new world of marketing. MICHAEL DAVIES, Producer, Who Wants to be a Millionaire, Wife Swap
CAMMIE DUNAWAY, CMO, Yahoo
SAM HOWE, EVP & CMO, Time Warner Cable
NIMROD KOVACS, chairman, Liberty Global’s UPC Central Europe Group
GEORGE NEILL, Corporate VP, Global Marketing, Motorola
DIANNE WILKINS, CEO, Critical Mass Moderator:
Rich Cronin, President & CEO, GSN

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