I'm delighted to announce that TV Everywhere's game-changing role in the TV and advertising ecosystems will be the topic of a marquee panel of cable industry executives at ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in New York City. The panel, which I'll moderate, is titled "TV Everywhere: Game-Changer for Premium Online Video and Advertising" and includes:
Jeremy Legg - SVP, Business Development and Multi-Platform Distribution, Turner Broadcasting System
David Preschlack - EVP, Affiliate Sales and Marketing, Disney & ESPN Networks Group
Matt Strauss - SVP and General Manager, Comcast Interactive Media
As I've written since it first burst onto the scene almost 2 years ago, TV Everywhere is the most significant initiative in the TV industry today because it aims to untether all of the most popular programs from cable TV networks that have traditionally been locked to the set-top box in the TV room, making them available on myriad connected and mobile devices. In this respect, TV Everywhere is a strategic imperative for the pay-TV industry; as new entrants like Netflix, Hulu Plus and others have strongly embraced delivery to connected and mobile devices, they have raised the competitive bar for all others.
But beyond the breakthrough consumer experience TV Everywhere will create, the gigantic wave of new premium programming that will come online will create a massive amount of new video ad inventory. For brands that are hungry to advertise in the surging online video medium, TV Everywhere will create numerous new multi-platform experiences.
On the panel we'll discuss the status of TV Everywhere initiatives (best practices, key lessons learned so far, upcoming timelines, etc.), changing consumer expectations, competitive dynamics, the role of connected and mobile devices, challenges to scaling TV Everywhere and the implications for online video advertising and VOD.
Though TV Everywhere is still early in its implementation and is experiencing pockets of resistance that all new services typically encounter, Comcast, ESPN and Turner have been among its three primary proponents. I'm thrilled to have Matt, David and Jeremy - each of whom is a leader of their respective companies' TV Everywhere initiatives - join me for this incredibly timely panel. For anyone with a stake in TV's future, this will be a must-attend session.
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