Kevin Reilly – President of Entertainment, Fox Broadcasting Interviewed by David Wertheimer, Executive Director, The Entertainment Technology Center @ USC
How is the business different today?
When Kevin started at NBC in 1988, he started to see articles being written about how network TV was a dinosaur. The articles we see today are similar. The death of TV is greatly exaggerated. Back then you could see that cable would grow and network TV would lose share to cable.
There was no discussion of how the business model would change back then. TV was the greatest advertising mechanism every invented. While the media mix will change, there is so much information coming out now that people actually miss ads when they get pulled out of shows. People want to know about products and ads play a useful role.
People will declare TV dead. While there is no turning back the clock, there will be TV networks in the future.
What are the fundamentals that will always apply?
Stan Rogow, Executive Producer/Director, Gemini Division and CEO of Electric Farm Entertainment.
Why is a successful producer even dealing with the Internet?
Stan says he has a son who was just not watching TV. He says his son asked him about CSI which he saw on YouTube. His son’s generation just doesn’t know about networks.
The Internet is just growing and growing.
What does it take to make a successful show on the internet?
At the 2009 Future of Hollywood conference, held at the Roosevelt Hotel in Hollywood, California, Blair Westlake, Corporate Vice President of Microsoft’s Media & Entertainment Group was interviewed by Tom Adams, President of Adams Media Research.
Hulu has been a great consumer success. But it’s not clear how it plays out for the traditional distributors like cable and the content producers.
The traditional distributors are saying hold on, we’re paying to distribute this content and you are giving it away for free online.
The content producers are used to the TV load of advertising revenues which is much higher than the ad load at Hulu. We may not be talking about trading analog dollars for digital pennies, but it may be analog dollars for digital dimes.
In the first session at the Future of Television Conference, held at the Roosevelt Hotel in Hollywood, California, was full of stats and data from analysts at SmithGeiger, Parks Associates and Magid Associates.
The bottom line – the internet has caught up with TV for entertainment use. TV viewing is down by about 2 hours from last year, with most of the increase being in watching online video.
Tony Ponturo, President and CEO of Busch Media Group, spoke at the Future of Television conference. Tony observed the increasing complexity of marketing as the number of channels has exploded from the basic three back in 1972 to hundreds of thousands today with the web.
At the same time, the consumers are getting more sophisticated, diverse and elusive. Tony describes how the demographics of college markets are changing rapidly, in particular the increasing share of women in the college ranks and how that will change their marketing in the future.
He goes on to describe the rise of UGC and changing consumer media habits.
This panel at the Future of Television focused on user generated content, it’s role and the ways in which it can add value.
Ken Todd, VP, Content, Showtime Networks
Richard Titus, Head of User Experience, BBC Future Media & Technology
Ivana Ma, Partner & President, New Media, Generate
Moderator: Rohit Bhargava, Author, Personality Not Included / SVP, Digital Strategy & Marketing, Ogilvy Public Relations Worldwide
What’s the role of UGC?
This panel at the Future of Television conference focused on producing content specifically for the web. Do we need it? How should we approach it?
Alex Barkaloff, Executive Producer, Digital Media, Lionsgate
David Leibowitz, EVP, Business & Legal Affairs, Gotuit
Mara Winokur VP, Digital Media & Business Development, Starz Media LLC
John Edwards, CEO & President, Move Networks
Keith Richman, CEO, Break.com
Moderator: Lindsay Campbell, Host, MobLogic (a CBS company)
Do we need content created specifically for the web?
This panel at the Future of Television conference focused on the state of Mobile TV and its chances for success. How is it doing? What is needed for breakout success?
Bill Sanders, VP Mobile Programming & Digital Development, Sony Pictures Television
Derek Broes, SVP Worldwide Business Development, Paramount Pictures
Steve Smith, Managing Director, Playboy TV International
Douglas Craig, SVP Digital Media Operations, Discovery Communications
Seamus McAteer, Chief Product Architect & Senior Analyst, Media Metrics
Moderator: Ted Cohen, Managing Partner, TAG Strategic
What are the gating factors for Mobile TV acceptance?
This panel at the Future of Television focused on the metrics for TV 2.0
Eric Garland, CEO, BigChampagne
Eric McMillain, Partner, Proace
Steve Markov, SVP, Sales, Teletrax
Howard Shimmel, SVP, Client Insights, The Nielsen Company
Moderator: Chris Lang, SVP, Research Strategies, SmithGeiger, LLC
What are the measurement challenges?
Television is changing a lot and television advertising is changing with it. Tivo, DVRs and the internet are changing the way content and advertising is consumed. It changes the way TV ads need to work. This panel explores some of the changes they see on the horizon.
Karen Bressner, SVP, Advertising Sales, TiVo
Eric Hadley, Chief Marketing Officer, Heavy Corporation
Rick Mandler, VP, Digital Media Advertising, Disney/ABC Media Networks
Robert Riesenberg, President & CEO, Full Circle Entertainment
Moderator: Joe Adalian, Television Editor, Variety
What’s the future of the 30 second spot?