2008 ANA TV & Everything Video Forum

General Session

WELCOME
Bob Liodice
President and Chief Executive Officer
ANA

KING OF BEERS/KING OF MEDIA
Tony Ponturo is vice president of global media and sports marketing for Anheuser-Busch and president and CEO of Busch Media Group, an Anheuser-Busch subsidiary. Mr. Ponturo's responsibilities range from directing media planning and buying to overseeing sports marketing and sports production.

Anheuser-Busch is a leader and innovator in developing iconic creative for traditional television and in embracing new media approaches. The company is not afraid to explore the challenges of cross-platform ideas or take risks (check out "Swear Jar" on the Internet). Mobile, online, and viral are all a growing part of the A-B media mix.

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Tony Ponturo
Vice President, Global Media and Sports Marketing
Anheuser-Busch, Inc.
President and Chief Executive Officer
Busch Media Group, Inc.

10 ISSUES IN 50 MINUTES
There was a similar segment featured at the 2007 conference, and it was one of the highest-rated sessions at any ANA conference in the entire year! So we are bringing it back with new issues and new participants. The preliminary topics include: 

1. Impact of the new TV ratings currency on buyers and sellers
2. The Upfront – what can we expect in the perfect storm of a writers’ strike and political and Olympic year? 
3. Google TV Ads – is this the new model for buying/selling? 
4. Convergence - are buyers and sellers set up to efficiently transact in this environment? 
5. User generated content and its impact on the television landscape. 
6. What is the future of syndication?
7. Will the future of programming be changed by the writer’s strike?
8. Relevance of Family Friendly programming for networks.
9. FCC votes on media ownership rules.
10. The Crystal Ball – what will this industry look like 5 years from now?

Moderator
Jonah Bloom
Editor
Advertising Age 

Panelists
Karen Crawford
Director, Media Advertising & Relationship Marketing
Nestlé USA
Chair, ANA Media Committee, West Coast chapter

Marianne Gambelli
President, NBC Universal Network Ad Sales
NBC Universal, Inc.

Donna Speciale
President, Investment and Activation
MediaVest USA 

Michael Teicher
Executive Vice President - Media Sales
Warner Bros. Television Group

ANA CHAIRMAN'S ADDRESS - STEVE SULLIVAN
The Chairman of ANA’s Board of Directors will provide an ANA perspective on key issues including the need for brand-specific commercial ratings, network integration fees, the SAG/AFTRA talent contract, family friendly programming, and more. And Steve will address how even smaller-budget brands can make a big impact. Liberty Mutual competes in a category that has seen an explosion in media spending, while its budget remains quite modest. A new initiative started in January is the launch of short videos on the web that highlight the company's "Responsibility" campaign.

Stephen G. Sullivan
Senior Vice President, Communications
Liberty Mutual Group
Chairman, ANA Board of Directors

THE DIGITAL TRANSITION
The era of analog broadcast television in the United States will end on February 17, 2009, as the transition is made to an all-digital system. This will be the biggest change in the industry since television's transition from black and white to color, and it has huge implications for consumers, advertisers, and media. The television station business model will change, too, and include digital sub-channels, mobile, and the Internet. Meanwhile, the business process of the digital age will be electronic and include TVB's ePort. This session will provide a status report and cover the challenges and opportunities of the digital transition. 

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Introduction
Christopher Rohrs
President
Television Bureau of Advertising, Inc. (TVB) 

Speakers
David Rehr
President and Chief Executive Officer
National Association of Broadcasters (NAB) 

David J. Barrett
President and Chief Executive Officer
Hearst-Argyle Television, Inc

GAMING - CONSUMER INSIGHTS AND LESSONS FOR ADVERTISERS
Jeff Bell has been an innovator in the use of gaming to reach consumer targets. During his tenure at DaimlerChrysler, Mr. Bell's aggressive use of games as marketing tools resulted in the creation of more than 40 online games. He joined Microsoft in mid-2006 and his responsibilities include running the Xbox and Games for Windows businesses.

In this role Mr. Bell is uniquely positioned as a major advertiser and a platform developer. Interestingly, the core audience for Xbox, generally averse to most advertising, embraces in-game ads as they make the experience more realistic. Microsoft knows the pulse of the ever-expanding universe of gamers and the resulting consumer insights, including the lessons gaming has for traditional advertisers.

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Jeff Bell
Corporate Vice President, Global Marketing
Interactive Entertainment Business
Microsoft Corporation

Q&A Moderator
Matt Creamer
Editor-At-Large
Advertising Age

12:45 pm

Luncheon
Sponsored by Discovery Communications

Jeff Arnold is a leader and a trendsetter in the digital world.  His extraordinary ability to integrate new media in traditional media platforms has led him to a brand new partnership between his flagship website, HowStuffWorks, and Discovery Communications.

Arnold is also the former Founder and CEO of WebMD and Chairman and CEO of Quality Diagnostic Services (QDS).  He has garnered acclaim from organizations like the American Academy of Achievement and Global Leader of Tomorrow, and remains active with several public, private and charitable boards.

Jeff Arnold
Founder
The Convex Group

General Session contd. 

SPORTS - THE CHALLENGES AND OPPORTUNITIES
The playing field for sports media and sponsorship has never been more exciting or risky. Broadcast rights fees continue to escalate, ratings are down, and the U.S. marketplace is saturated. Meanwhile, global expansion provides new opportunities, and technology will have a dramatic impact. For example: HDTV provides an incredible viewing experience for sports; in addition to television, consumers have the ability to access sports content on their computers via the Internet, mobile phones, and other devices; and in a world of time shifting and commercial avoidance, sports is more "TiVo proof" than other programming types. Traditional television ($10 billion in sports advertising by 2011), sports sponsorships ($13 billion by 2011), and new media will be the key drivers of the sports economy.

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Moderator
John Ourand
Sports Media Staff Writer
SportsBusiness Journal

Panelists
John Bogusz
Executive Vice President, Sports Sales and Marketing
CBS Corporation

Ed Erhardt
President
ESPN, ABC Sports, Customer Marketing & Sales

Betsy Lazar
Executive Director, Advertising and Media Operations
General Motors Corporation

Tom McGovern
Director, Sports Media
Optimum Sports
OMD Worldwide

AFTERNOON CLIENT KEYNOTE: KIM KADLEC, JOHNSON & JOHNSON
Kim Kadlec is chief media officer of Johnson & Johnson's global marketing group. She has responsibility for all aspects of media planning and buying, with the goal of making this important area a source of competitive advantage for J&J brands. Ms. Kadlec is accountable for the return on the company's significant media investments. Importantly, her group identifies innovative and emerging media platforms for use in integrated marketing programs. She also manages the relationships with J&J's media agencies of record.  

Kim Kadlec
Vice President, Worldwide Media
Johnson & Johnson

THE FUTURE OF TELEVISION ADVERTISING
A joint ANA/Forrester Research survey asked national advertisers about their attitudes towards television advertising and the future impact new technologies will have on their television advertising budgets. The study examines television's evolving role in the media mix and how clients are exploring emerging technologies to help bolster their television advertising spend. This is the fourth ANA/Forrester Research survey of advertisers on this topic; previous surveys were fielded in 2002, 2004, and 2006.

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James McQuivey
Vice President, Principal Analyst
Television & Media Technology
Forrester Research, Inc.

Linda Narbey
Senior Director, Member Services
ANA