Australasian Media & Broadcasting Congress 2009

Swissotel
Sydney, Australia

The Australasian Media & Broadcasting Congress is where key participants in the media sector come together to review fundamental trends and to develop strategies and partnerships
Why should you attend the Australasian Media & Broadcasting Congress 2009?

• Hear over 45 industry executives outline their commercial ideas and strategies for surviving the economic downturn
• Financing, business models, strategy & digital transformation – Get the latest industry analysis and forecasts regarding industry growth and profitability and prepare  for the future  see full programme
• International and local insights into how to capture, engage, entertain and monetise consumers see full speaker list
• Dedicated Mobile Internet Day – Mobile operators, content owners, search companies and advertising agencies focus on delivering on the commercial promise of mobile internet
• Dedicated masterclass on how to implement a cross – platform campaign
• Relationships are currency - Network with over 100 local and international media industry executives

Matt Campbell, Director of TV and On-Line Content, SBS Television

Event Agenda

Pre conference masterclass – Monday 31st August 2009

9am    Implementing a multimedia campaign Duration: 9:00 – 12:30
Why should you attend?
The digital era is exploding with potential and it cannot be ignored by any advertising agency or client who wants to flourish in the future. In order to build brand space in this new age, agencies need to understand the market behaviour and make the most of the new mobile era. What kinds of messages are best suited for the digital media and how do you use the digital age to your advantage.
This masterclass will help you understand all this and more and help you understand how to implement a multimedia campaign in your organisation.
Key topics to be examined:
* Overcoming traditional advertising barriers
* Looking at mobile marketing in your organisation
* Ensuring your mobile campaign hits your target
* Implementing successful mobile campaign
* Understanding how to choose the correct digital content
* How to develop your mobi-site
* Practical case studies and demonstrations
Case studies and examples of cross platform, user generated content and mobile campiagns will be provided.

About your workshop leader
Jennifer Wilson, Director, The Project factory
Jennifer Wilson is a Directors of The Project Factory, a specialist in cross-platform, multi-media strategy and development, with a special interest in creative content and solutions. The Project Factory translates linear narratives and brand messages into interactive and digital messages; online, on mobile, in social media, in virtual worlds and through game play. Jennifer’s consulting company, Lean Forward merged with The Project Factory in 2009.

Day One – 1 September 2009
8.30am    Welcome coffee and registration

8.50am    Opening remarks from the chair

Mr Guy Gadney, National President AIMIA & Director,
The Project Factory

MEDIA INDUSTRY OUTLOOK

Media Leaders Update: Strategies for surviving the downturn

* How has the credit crunch impacted the media sector?
* Surviving at a time when advertising budgets are being cut
* Keeping pace with technological change
* Creating value for shareholders
* Putting consumers first

9am    TELEVISION

Mr Kim Dalton, Director Television,
ABC

9.20am    ONLINE
Ms Joe Pollard, Chief Executive Officer ,
NineMSN

9.40am    GAMING
Mr Bryan Neider, Senior Vice President & Chief Operating Officer,
Electronic Arts

10am    Speed Networking

10.30am    Morning Tea

11am    MOBILE
Mr Andrew Maiden, Director for Media Communications,
Telstra

11.20am    OUTDOOR
Mr Richard Herring, CEO,
APN Outdoor

11.40am    RADIO
Mr Michael Anderson , Chief Executive Officer ,
Austereo

12pm    Panel Session: The future of the media, entertainment & advertising industries
* Dealing with the challenge of the economy and social change
* Redefining the consumer relationship – why and how?
* Maximising the digital opportunity
* Finding the right commercial model
* What will the media sector look like in 5 years?
Ms Joe Pollard, Chief Executive Officer ,
NineMSN
Mr Andrew Maiden, Director for Media Communications,
Telstra
Mr Bryan Neider, Senior Vice President & Chief Operating Officer,
Electronic Arts
Mr Michael Anderson , Chief Executive Officer ,
Austereo
Mr Craig Wilson, Managing Director,
Sticky Advertising
Mr Richard Herring, CEO,
APN Outdoor

12.45pm    Networking Lunch

1.45pm    Media Investors Panel: What is the financial outlook for Australia’s media sector?
* Proactively using the downturn to improve competitive position
* Is preserving cash the new KPI?
* Alternative ways of funding deals
* Effect of global economic downturn on cash flow and finance
* Managing investor expectations
Mr Roger Colman, Director – Media Analyst,
CCZ Statton Equities Pty Ltd
Mr Alex Pollak, Media Analyst,
Macquarie Bank
Mr Mark McDonnell, Senior Analyst, Telecommunications, Media and Technology ,
BBY
Mr Tony Surtees, Executive Director,
Prime Digitalworks Pty Ltd

BUSINESS MODELS AND STRATEGY

2.30pm    International Keynote Address: Creativity as a competitive advantage – how ideas and innovation fuel growth in a fractured market
* Developing and encouraging creative concepts
* Converting human creativity to media content
* Leveraging the monetary potential of creativity through technology
Mr Chris Gunn, Digital Media Partnerships & Branded Entertainment,
Endemol

2.55pm    Keynote Address: Online in an uncertain economy
* The role of online media to both audiences and advertisers in Australia over the next year
* Innovation in online – what’s next for the Australian digital market
Mr Rohan Lund, CEO, Yahoo7!

3.20pm    Evaluating viable business models in a disruptive and multimedia market place
* Recognising, assessing and managing disruption
* Overcoming challenges facing media companies in a multimedia future
* Recognising where the biggest opportunities lie
* Meeting the threat of non-traditional players
* Managing brand and customer experience
Mr Jack Matthews, CEO,
Fairfax Digital

3.45pm    Afternoon Tea

DIGITAL TRANSFORMATION AND REVENUE PROTECTION

4.15pm    Getting Australia ready for Digital Switchover
* Between 2010 and 2013 – A step-by-step guide to digital switchover
* Leading the switch-off in 2010 – The Sunraysia region and Mildura
Mr Andy Townend, Deputy Secertary Digital Switchover Taskforce,
Department of Broadband, Communications and the Digital Economy

4.40pm    Radio’s Digital Transformation
* Media convergence and developing a cross-media strategy
* Restructuring to deliver radio content with vision
* Digital radio: Why now and what can we expect?
* Turning new audiences into new revenue
Mr Jeremy Macvean, Head of Digital Strategy , Austereo

5.05pm    Industry Challenges in the Digital Copyright Environment
* What are the top legal and policy issues facing the media industry today – does the current copyright system fairly protect all interests?
* Providing creative content producers and technology companies with an incentive to innovate and receive a fair share of the pie.
* Satisfying the audience desire for new and/or alternative media.
Ms Adrianne Pecotic, Executive Director,
Australian Federation Against Copyright Theft

5.30pm    Assessing the impact of increased connectivity on piracy
* Satisfying the hunger of music fans exploration of new and/or alternative media?
* Understand how content rights can be protected in an open walled environment
* Determining what is happening to stabilise online and mobile music piracy
* Analysing the impact of legitimate digital distribution channels on the demand for piracy
Mr Paul Buchanan, Managing Director, Soundbuzz

5.55pm    End of Day One and Cocktail Reception

Day Two – 2 September 2009

8.30am    Welcome coffee

8.50am    Opening remarks from the chair
Ms Patty Keegan, Managing Director,
Digital Chameleon

CONSUMER ENGAGEMENT AND ADVERTISING

9am    Keynote Address: Content access via the web – quality of delivery, selection of content, evolution of services
* Convergence means the consumer is in charge – How does this influence the television value chain?
* Business models for a multi-screen world
* Will today’s broadcasting continue to dominate media delivery in the face of mobile internet?
Mr Matt Campbell, Director of TV and On-Line Content,
SBS Television

9.30am    The secret to the 4 R’s in Hyperlocal Media
* Relevance – understand what your users want
* Response – why hyperlocal means better response rates
* ROI – why hyperlocal means high yield media
* Readership – in both text and video – especially video
Mr Tony Surtees, Executive Director,
Prime Digitalworks Pty Ltd

10am    Delivering and monetising media assets quickly and effectively
* Executing profitable digital media and online strategies
* Ensuring consistent high-performance delivery regardless of internet conditions or traffic
* Scaling on demand to meet peak traffic loads, predict costs and ensure margins
Mr Stuart Spiteri, Managing Director Asia Pacific,
Akamai Technologies

10.30am    Morning Tea

11am    Media Buyers & Advertisers Panel: Weathering the economic downturn through strategic planning and buying
* Assessing drivers and barriers in media advertising
* Migrating towards a more measureable media
* Evaluating what platforms perform best in the current economic climate
* Is the appetite for alternative methods of advertising increasing?
Mr Harold Mitchell, Executive Chairman,
Mitchell Communication Group
Mr Craig Wilson, Managing Director,
Sticky Advertising
Mr Paul Fisher, Chief Executive,
Interactive Advertising Bearue
Mr Gary Hardwick, Managing Partner,
Ikon Communications
Mr Mark Coad, CEO Australia ,
OMD
Mr Nathan Anderson , Head of Digital ,
The Campaign Palace

11.45am    Roundtable Discussions
ROUNDTABLE 1: Developing, delivering and monetising video assets
ROUNDTABLE 2: How will online ads make money
ROUNDTABLE 3: Content Management and delivery – In-house versus outsourcing
ROUNDTABLE 4: Measuring audience engagement

12.30pm    Who owns the viewer? navigating the ‘new’ media divide
* A perfect storm – media in a climate of economic, consumer and technological change
* Controlling supply vs delivering to viewer demand
* Content vs. IP – which business are we in?
* The blurring of the lines between content producer and consumer
Mr Ben Liebmann, Vice President, Licensing ,
Fremantle Media

12.55pm    Networking Lunch

1.55pm    Lean forward or sit back engagement – getting to consumers where they are
* How is technology changing consumer behaviour?
* Why does traditional media refuse to die?
* How to get in front of your audience, on the screens and in the worlds they spend their time
Ms Jennifer Wilson, Director,
The Project Factory

2.20pm    Building Brands Online
* Advertising effectiveness measurement and digital advertising
* Spanning brand positioning through online
* Implementing a new online audience measurement system to fully engage with digital as an advertising medium
Mr Paul Fisher, Chief Executive,
Interactive Advertising Bearue

ONLINE VIDEO AND SOCIAL MEDIA

2.45pm    YouTube – digital revolution
* Media with a common purpose – reach, research, revenue and rights management
* Effectively using the power of the Internet to access new audiences and engage with current users – challenges for traditional broadcasters
* Maximising return on investment for online advertising campaigns
Ms Kate Vale, Head Australia & New Zealand, YouTube

3.10pm    Monetising social media and consumer generated video
* Can content created by consumers be the backbone of a viable business model?
* Capitalising through technology – how ad-insertion, ad serving, on-demand technologies and back-end management technologies are reinventing the   relationship between technology and advertising
Mr Francisco Cordero, Vice President Strategy and Operations , Bebo

3.35pm    Afternoon Tea

4.05pm    Video advertising – convergence and accountability
* Analysing global trends in how consumers are watching video
* Evaluating opportunities for cross platform video advertising by looking at future growth and measurement
* Assessing the value of video for advertisers across all platforms
Mr Robert Leach, Head MCn Connect, MCn

4.30pm    Panel Session: What does the future hold for online video?
* Which business models will prevail for online video sites?
* What are the challenges in producing quality video content for online?
* How can traditional broadcasters effectively use the power of the Internet to access new audiences and engage with current users?
Ms Kate Vale, Head Australia & New Zealand,
YouTube
Mr Ben Liebmann, Vice President, Licensing ,
Fremantle Media
Mr Robert Leach, Head MCn Connect,
MCn
Mr Gerry Gouy , Senior Director Business Development International Digital Media,
MTV Networks International
Mr Michael Lynch, Netwoprk Video Technology Manager,
News Digital Media
Mr Stuart Spiteri, Managing Director Asia Pacific,
Akamai Technologies

TECHNOLOGY, INNOVATION & FUTURE TRENDS

5.15pm    Digital partnerships & alliances – coming together to make money
* How are the leading hardware manufacturers and software designers working together with the leading content providers to redefine digital spaces and digital experience?
* Which partnerships between these different players could decisively redraw the map of the digital frontier?
Mr Guy Gadney, National President AIMIA & Director,
The Project Factory

5.40pm    End of Day Two

Mobile Internet – Day Three – 3 September 2009

8.30am    Welcome coffee and registration

8.50am    Opening remarks from the chair
Ms Jennifer Wilson, Director,
The Project Factory

BUSINESS MODELS & STRATEGY

9am    Keynote Address: Discovery, branding and monetisation on the mobile web
* The mobile web in emerging markets – examining the ad supported model
* Opportunities for content developers and publishers to acquire users and monetize their content & services
* Removing roadblocks and enabling mobile web – lessons for Australia
Mr Jeff Merkel, Managing Director – Asia-Pacific & Latin America, AdMob

9.30am    Keynote Address: From always on to everywhere on – how mobile changes the internet
* How smartphones, touch screens and keyboards change consumer behaviour
* Handset app stores: the new walled garden or a new benchmark in customer experience?
* Monetising content in mobile: trends and opportunities
Mr Michael Padden, General Manager – BigPond Mobile Network,BigPond

10am    Keynote Address: Winning cross platform multi-screen strategies
* Can the mobile web flourish on its own or should it be integrated with existing media?
* How can an integrated, multi-screen approach be successfully developed for content services?
* Measuring ROI on mobile marketing
Mr Thomas Arthur, General Manager Digital and Vertical Markets,Sensis Pty Ltd

10.30am    Morning Tea

11am    Walled gardens no more – what will take their place?
* Driving mobile Internet usage by replacing the traditional walled garden
* Optimum business models and ecosystems to deliver successful mobile content services?
* Analysing the business case for wholesale mobile data pricing
Mr Craig Cumberland, , Director Web Technologies and Tools,Nokia

11.25am    Delivering your service portfolio in a converged fixed-mobile internet world
* Examining the role of mobile portals in driving mobile internet usage and uptake
Mr Christophe Bur, Executive Director, Strategy, Planning and Operations,Telstra

11.50am    Panel Session: The role of partnerships in enabling mass mobile internet uptake
* Mobile content, entertainment & convergence – distribution challenges, devices and platforms
* Mobile web and capabilities beyond the traditional web
* Lowering operational costs and creating efficiency while creating value for the consumer
Moderator:
Mr Tim Parsons, Co-Founder,
Mobile Monday Sydney
Mr Craig Cumberland, , Director Web Technologies and Tools,
Nokia
Mr Michael Padden, General Manager – BigPond Mobile Network,
BigPond
Mr Matthew Whittingham, Head of Mobile Content and Internet,
Vodafone
Mr Gerry Gouy , Senior Director Business Development International Digital Media,
MTV Networks International
Mr Geoffrey Handley, New Business Director, APAC,
The Hyperfactory

MOBILE SEARCH, BROWSING AND ADVERTISING

12.35pm    Mobile finally grows up – the meaningful convergence of mobile with online
* What’s taken so long? Where mobile/online convergence has come from to get to here
* What this means for content owners, advertisers and their intermediaries
* How the marriage of mobile and online will drive media revenue
Mr Gerry Gouy , Senior Director Business Development International Digital Media, MTV Networks International

1pm    Networking Lunch

2pm    Case Study: Successfully integrating mobile into the mix
Mr Geoffrey Handley, New Business Director, APAC,The Hyperfactory

2.25pm    Developing a successful mobile ad strategy
* Maximising advertising ROI through targeted cross platform distribution
* Understanding the mobile platform and it’s “personal” attributes
* Leveraging online through targeted mobile campaigns
Mr Angus Beattie, Mobile Advertising Product Manager, 3 Mobile

2.50pm    What can we learn from recent mobile advertising campaigns?
* Campaign objectives for McDonald’s, NAB, Lexus, Land Rover, Lion Nathan, Universal Pictures and 20th Century Fox have varied from brand awareness to specific call to action
* Evaluating the effectiveness of a range of targeting methods
* What’s working in the market today?
Mr Mark Shaw, Commercial Director Media Smart,Sensis Pty Ltd

3.15pm    Afternoon Tea

3.45pm    Panel session: Making money from mobile internet – what needs to happen?
* Defining Mobile Web 2.0 and examining its role in delivering a profitable mobile Internet ecosystem
* Analysing techniques for driving off portal browsing and content uptake
* What will be the portion of revenues that network operators will derive from advertising?
* What will be the role of subscriptions, and geo-targeting?
Mr Craig Cumberland, , Director Web Technologies and Tools,
Nokia
Mr Matthew Whittingham, Head of Mobile Content and Internet,
Vodafone
Mr Angus Beattie, Mobile Advertising Product Manager,
3 Mobile
Ms Paz Saavedra, Mobile Product Manager,
News Digital Media
Mr John Williams, Account Director,
bbc.com
Mr Christophe Bur, Executive Director, Strategy, Planning and Operations,Telstra

MOBILE AND SOCIAL MEDIA

4.30pm    Mobile internet – it’s just the beginning
* Is mobile internet good enough for app-based internet usage?
* How will widespread 3G and WiMAX impact mobile internet usage/experience?
* Will mobile internet usage overtake PC?

Ms Paz Saavedra, Mobile Product Manager, News Digital Media

4.55pm    Mobile internet and social networks: pushing mobile data Services
* Is the mobile social media the answer to grow mobile data consumption
* What’s the appeal of mobile social networking?
* Working together with mobile internet value chain
Ms Sally Nelson, Group Manager Video, Telstra

5.20pm    Closing remarks from the chair and end of Conference

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