Conference

As of January 22, 2009; subject to change without notice.

Monday, July 6

12:00–1:30 pm, Welcome Luncheon and Keynote Address, Sierra Ballroom D

1:30–3:00 pm, ShowOff Product Demos – Series 1, Sierra Ballroom B and C

In exhibit hall.

The "ShowOff" product demonstrations will consist of 18 (9 per day) 9 minute demonstrations, with 7 minutes devoted to the actual demo and 2 minutes to questions. This fast-paced program will allow leading companies to demonstrate their respective innovative technology and/or product to all attendees and exhibitors at the Multiplatform Matrix Expo.

The "ShowOff" demos will be primarily, but not exclusively, centered around new and innovative technologies   or the introduction of new advertising ideas   or even new programming gambits. Each "ShowOff" program presenter must illustrate how their product, advertisement or programming idea will "change the game" and deliver real income (or savings!) to the multiplatform matrix.

Videos (in the case of ads or programming) and on-the-fly technology demonstrations are allowed. Proof of $$$ relationships are highly encouraged. All demonstrations should be taped so they can be replayed on the web via YouTube and other sites.

"ShowOff" presentation slots:

3:00–4:00 pm, Refreshment Break, Sierra Ballroom B and C

In Exhibit Hall

4:00–5:00 pm, Conference Sessions

MBC1, Sierra Ballroom D: "Which Viewers, What Programming, Which Device... Where is the Payoff?

Making money is the name of the game... but which game are we in? Viewers have splintered into groups ranging from hyper-networked teens to the all-the-time-on-all-devices sports addicts to home theater HD lovers. Programming can be anything from a 30-second YouTube clip to a two-hour long all HD Smithsonian special. And the devices? Ah ... don't even get us started. How do you make a business out of all this? With this panel we explore key strategies to success in today's multi-everything mix. Join our panel to discuss the ways in which programmers, platform providers and advertisers are mixing viewers, programming and devices to make their businesses hum.

TCG1, Sierra Ballroom A: "DRM: Piracy, Privacy & Profits: The Best Platforms"

What man makes, man breaks. This adage captures a great deal not only of human nature, but also about the nature of protecting content via technological, legal, economic, and educational means. Legal and regulatory worlds combine with and collide with those of the engineering and technology realms, which vastly impacts profits and margins. Ultimately, is it best defined as mere asset management? Or is it more? It's a seldom talked about secret, one that finally gets told. Questions addressed will include:

• What platforms are pirates targeting and why?
• What ECMs are working (or not)?
• Future piracy trends?
• What revenue loss (in the battle for billions of eyeballs)?

5:00–5:45 pm, Industry Overview Report: Who Are They & What Do They Want?, Sierra Ballroom D

Building on the previous paired sessions, this panel takes an in-depth "real data" look at today's audiences: Who are they, where are they, how are they watching, and what are they saying. The Competitive Intelligence Unit of Media Business Corp will look at the subscription universe of cable, satellite and telco video distribution platforms, overlay them and demonstrate the Multiplatform Audience Zone©. How audiences receive video feeds is critical in knowing how to use them to monetize content.

6:00–7:30 pm, Cocktail Reception, Sierra Ballroom B and C

In exhibit hall.

Tuesday, July 7

8:00–9:40 am, Welcome and Association Leaders' Panel, Sierra Ballroom D

Association Panel: "Herding Cats in DC's Hall of Mirrors"

Six months into an Obama presidency, the outlook from Washington D.C. is likely to be quite different from what it is now. In the "Hall of Mirrors" we can look at what key issues have emerged in the nation's capitol and how the various associations are approaching them.

9:50–11:00 am, ShowOff Product Demos – Series 2, Sierra Ballroom B and C

"ShowOff" presentation slots:

11:15 am–12:00 pm, Refreshment Break, Sierra Ballroom B an C

In exhibit hall.

12:00–1:00 pm, Conference Sessions:

MBC2, Sierra Ballroom D: "Is the Linear Channel Model Dead? Or Dying? Or Adapting?"

Is the linear channel model really dead? Will sports, news and "live" programming be the only "appointment" viewing in the future? Or is there still hope for the "mass medium" that was, and maybe still is, television. This panel explores the linear channel business model of yesteryear and how it might, or might not, adapt for the future. Suggested moderator/panelists include:

TCG2, Sierra Ballroom A: "Storage: DVRs, VOD, and iTV: The Highest Profit Margins"

Digital platforms mean choice, and much of choice comes from storage, which permits later use and manipulation of all content. Personalized content is probably the greatest trend arising from this technological revolution, which ultimately gets us to storage by harddrives of everything we communicate, not mater when or where. Again, ultimately, is it best defined as merely asset management? Questions addressed will include:

• How will consumers receive their content in the future?
• Again, do we sell the technology or the product positioning, or both?
• What video storage methods will yield the greatest profit for distributors?
• How will video storage look like in 2015?

1:00–2:15 pm, Luncheon and Keynote Address

2:15–3:15 pm, Conference Sessions

MBC3, Sierra Ballroom D: "Turning Bits and Bytes to Cash!"

A continuation of the previous day's discussion (ie Which Viewers etc), this panel takes a more nuts and bolts approach to monetizing the new digital universe. The panel will discuss on-going business strategies and how they are succeeding (or not succeeding).

TCG3, Sierra Ballroom A: "HDTV: Profitable Lessons in New Technologies"

Among all the new technologies made possible by the analog-to-digital switchover, the first to explode has arguably been HDTV. One of the few new technologies that many argue was literally "forced" on the U.S. market primarily by a combination of trade groups and governments, many would also argue it has actually been well received. Some questions addressed will include:

• HD Trends?
• Is it the platform and its performance, or is it the product's positioning?
• How is HD making money today? In 3 years from now?
• What do customers want from HD?
• What comes next? 3D HDTV? Something more, something less?

3:15–4:00 pm, Refreshment Break, Sierra Ballroom B and C

In exhibit hall.

4:00–5:00 pm, Conference Sessions

MBC4, Sierra Ballroom D: "User" or Pro? What's the Real Difference?"

User generated video continues to be a hot topic, drawing both viewers and controversy. But what exactly is "user-generated" video? How big of an audience can it command? Can it really draw advertisers? If so, how big of a threat does it pose to the "pros"?, etc.

TCG4, Sierra Ballroom A: "Tech Convergence: Merging Silicon Valley, Hollywood, Mobile America and TVLand"

Putting things into silos, and refusing to deal with former rivals, gets less and less traction. More and more, multiplatform providers are compelled to work together toward similar goals. It's a matter of survival in many ways. Supply and demand suggests the engineers and technologists keep up. Questions addressed will include:

• What do consumers want in their content/hardware?
• 10 years hence, what will video distribution look like?
• What are the tech convergence trends?

5:00–5:30 pm, Closing Keynote Address