Tracy Swedlow

Season 2011 Episode 12.30.11

Starting with a Clean Slate: Industry Experts Envision TV's Ideal Evolution

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As technology reshapes the TV landscape, we are in the early stages of an uncertain evolution. Consumers are being introduced to an unprecedented array of video viewing alternatives that can enhance and/or disrupt traditional video consumption. And networks, operators and start-ups look to find business models that offer viable growth, while remaining cautious about changes that could result in uncertain or undesirable outcomes. But what if we could start with a clean slate? What would be the optimal video consumption model for consumers? How would content owners and distributors be compensated? This panel discussion will pose such a scenario to leading academics and industry experts in video content development, distribution, navigation, marketing, monetization, consumer behavior, measurement, and analytics. Key topics that will be addressed include: What kind of video content do consumers want? To what degree is video consumption driven by social influences vs. individual desires? Do consumers really want video content whenever and wherever they desire? Does broader choice and availability across platforms result in more or less viewing? What is the optimal way to deliver video content? How do current platforms stack up? Do TV apps enrich consumer experience? What is their impact on overall viewing? Do consumers prefer to pay for content or have content paid for by advertisers? Do consumers care about privacy? And what are the implications for targeted advertising? Panelists include: Bobby Calder, Charles H. Kellstadt Professor of Marketing/Director of the Center for Cultural Marketing, Kellogg School of Management, Northwestern University Seth Haberman, CEO, Visible World (moderator) Craig E. Moffett, SVP and Senior Analyst for US Telecommunications and US Cable and Satellite Broadcasting, Sanford C. Bernstein & Co. David A. Schweidel, Assistant Professor of Marketing, University of Wisconsin-Madison School of Business Matt Seiler, CEO, Mediabrandsmoreless

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