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9:00-9:10: Welcome and Introduction
• Zahava Stroud, iHollywood Forum, Co-Founder
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9:10-9:55: The Death of the 30 Second Spot

The 30-second slot is dead or dying. A supersession of top programmers, advertisers and brands on the alternatives on TV, iTV, the Internet, mobile and videogames to traditional, passive advertsing.

•Maria Mandel, Ogilvy & Mather, Partner and Head of Interactive
•Pat Dunbar, The DiMA Group, President
•Bill Battino, IBM Global Business Services, Americas Media & Entertainment Consulting Services Leader
•Hamet Watt, NextMedium, CEO
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10:00:10:40: Keynote:

Maria Mandel, Ogilvy & Mather, Partner and Head of Interactive
Life After the 30 Second Spot: How to develop advertising in the new consumer centric-model.

Consumers are sending a clear message that they want whatever content they want, whenever they want it, on whatever device is most convenient for them.

For advertisers, it is no longer a matter of day parts or pushing messages at consumers. This
has opened up tremendous opportunities to reach people with content, not just ads.

• How to reach people with content
• How and where to distribute advertising messages
• How to measure and develop ROI models
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10:45-11:30: Making an Impact

In an increasingly atomized marketplace, programmers, advertisers and brands must consider new ways to reach their markets. They are experimenting with new models: delivering targeted ads to Tivo devices; promoting TV shows in games (a la ABC's "The Lost Experience'') and creating campaigns that span the TV, the Web and mobile; backing online and mobile communities; and more. We address an overview of how this market is changing.

•Fred Smith, IdeaCast, CEO
•Adam Herman, MediaCom US, Sr. Vice President, Integrated Media Director
•Christine Peterson, Carat Fusion, Associate Media Director
•Jamyn Edis, Accenture, Senior Managet in Accenture's Media & Entertainment, Strategy Consulting Practice
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11:30-12:10: TimeShift: Transformation of Advertising Models

There are many new platoforms for viewing TV includng using DVRs (like TiVO) and HDTV format. Time shifting requires creative new methods of advertising.   TiVo is controversial because it appears to give consumers a way to bypass traditional TV advertising.  What does market research show is the impact on advertising? Are their new models for advertising using TiVo? What is consumer response to HD advertising?  What are advertisers doing to utilize the new format and widescreen format? Will HD help increase audience response to broadcast advertising? What is the impact on viewing habits for both content and advertising with new formats? Time shifting requires new methods of advertising.

Feature Presentation: WhiteBlox

• Karl Meisenbach, HD Net, Director of Advertising
• Davina Kent, Tivo, VP of National Sales and Advertising
• WhiteBlox, Peter Meister, Vice President

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12:10-12:30: Lunch sponsored by IBM "The End of TV As We Know It"

Saul Berman, IBM Global Business Services, Global Lead Partner and Executive, Media & Entertainment Industry, Strategy & Change Practice
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12:30-2:00: Lunch
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2:00-2:50: Using Mobile Devices and Podcasts to Extend Your Brand

Discover how mobile marketing and podcasting are being used by top media and consumer brands to extend their brand, increase advertising reach, and develop new revenue streams.

•Jay Seaton, Airwide Solutions, Chief Marketing Officer
•Alex Campbell, Vibes Media, Co-Founder amd CEO

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3:00-3:50: User Generated Content: What Does It Mean for Advertisers?

MySpace, YouTube, Flickr, and hundreds of smaller, ad- and sponsor-supported websites are shattering the TV business's assumption that you need to build big audiences to attract advertisers. What can media companies learn from "personalized" content? And how can advertsers capitalize?

Itzik Cohen, Abazab.com, CEO
Samantha Skey, Alloy Media + Marketing, Senior VP, Strategic Marketing
AshleyHeather, Entertainment Media Works, CEO

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4:00-4:30: Networking Reception