Agenda

Oct. 22, 2007

And Now a Word from Our Sponsor
Advertising is poised to become a multi-billion dollar contributor to the mobile entertainment economy in the next few years as Madison Avenue discovers the effectiveness of this medium and users come to enjoy lower-cost, ad-subsidized media. But what are advertisers looking for in mobile entertainment. Will branded entertainment and product placement, integrated be as important here as they are on other platforms. Ad-support has driven the proliferation of every mass medium since WWII, from radio and TV to cable and the Internet. Is mobile any different? What kinds of partnerships between big brands and media will drive the mobile entertainment eco-system?

Chris Brunner VP, Mobile Content, Univision

The Post-Carrier World: Off the Portal Reservation
While on-deck content distribution remains the most powerful means for getting entertainment content into consumer hands, the U.S. market in off-portal distribution is beginning to follow European trends, where up to 70% of content is "off-deck." This shift has tremendous implications for media brands trying to establish direct relationships with consumers and leverage their own marketing muscle in developing mobile audiences for their product. Who is doing what in this space, and what are the challenges and opportunities for media brand to circumvent the carriers and go D2C (direct to consumer)?

Chris Petrovic, VP, Digital Media , Playboy

Mobile TV: Worldwide Early Learnings
While it remains a big question mark in the U.S. market, the take up of streaming and live television around the world has been impressive. The world has much to teach U.S. programmers about the likely tastes and patterns use for this fledgling medium. What have we learned at this early stage about how, where and when people want their Mobile TV? What sort of programming works best? Can existing TV brands easily re-fit programming to this format or does it require substantial new investment and discrete mobile-ready content?

Bill Sanders, VP Mobile Networks, Sony Pictures Television International

Re-Mixing Music on Mobile
Selling music over the air has had a sluggish start in the U.S. market even as sales soar in Asia. But even if U.S. mobilistas do not embrace the phone as a music player, the cell phone has become part of the music marketing and distribution eco-system. Whether it is pushing users to ringtones or using the mobile Web and SMS to promote artists and cement relationships with consumers, the phone is one of the most compelling tools in the music industry's arsenal. What are the success stories in using mobile to enhance and extend music brands? How are some of the major music companies and their mobile partners leveraging the platform for their talent here and now?

Jeffrey L. Straughn,Vice President, Strategic Marketing, Island, Def Jam