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"Reinventing the TV Ad"

Will it be TiVo-ed to death or reinvented with new technologies to be more powerful than ever?

Unless it is effectively reinvented, commercial-sponsored TV programming could die within the decade. Personal Video Recorders and similar devices are enabling massive skipping of ads, threatening the current $60B source of revenue. Video-on-demand (VOD) will change how commercials are placed. New technologies promise to change how ads are offered and used by:

  • limiting the ability to skip ads, or showing viewers key bits of the ads as they skip
  • turning programs into commercials, and commercials into programs that viewers actually choose to watch
  • making ads targeted, relevant, and personalized
  • enabling viewers to interact and close the direct response loop

An expert panel of industry leaders will explore key issues, including:

  • Can these methods make ads smart, personal, relevant, and effective enough to survive the zap?
  • How do the devices and advertising strategies relate to new and old business models (including sponsorship and product placement)?
  • How ready is the industry for change and for the increased targeting and accountability it may bring?


  • Gary Arlen, President, Arlen Communications Inc.(Leading commentator/analyst in interactive media/TV/convergence)


  • Artie Bulgrin, SVP, Research and Sales Development, ESPN (Including audience and market research)
  • Seth Haberman, President, Visible World (Custom assembled, individually addressable ads)
  • Tim Hanlon, VP/Director, Emerging Contacts, Starcom MediaVest Group (Publicis Groupe)
  • Brodie Keast, Senior VP & GM, TiVo Service (Including advertising and sponsorship business)
  • Debby Mullin, VP, Marketing and New Media Advertising, Cox Communications (FreeZone ad-focused VOD service)
  • Richard Reisman, President, Teleshuttle/CoTV (TV-Web linkage for deep branding and response)

  • Date: Tuesday, March 18th, 2003
    Place: The Lighthouse International, 111 East 59th Street (between Park Av. and Lexington Av.)