Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Wednesday, June 4th 12:30 PM - 1:45 PM SuperSession B: Hollywood & the TV Networks: Content and Commerce in a Digital Universe The panel will focus on online programs and their use of advertising. The emergence of successful online shows like Prom Queen and LonelyGirl15 are luring brand name advertisers like Ford and Verizon to the Web. But are product placements, pre-roll, and other ads effective for an audience whose attention span is short? How are media companies working with advertisers to insure that the ads are effective but don’t infringe on the creative freedom of the producers of the new content? Hosted by: Ron Grover, Bureau Manager, Los Angeles, BusinessWeek Robert Birge, Chief Marketing Officer, IMG Worldwide Jake Zim, Chief Operating Officer, Safran Digital Group (SDG) Jordan Levin, CEO and founder, Generate, former, CEO, The WB Network Scott Webb, Chief Creative Officer, Worldwide Biggies Inc. Miles Beckett, Co-Founder and CEO, EQAL For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Ron Grover is BusinessWeek’s Los Angeles Bureau chief and west coast media and entertainment reporter. A one-time Washington Post sports reporter, he joined BusinessWeek’s Washington Bureau in 1979, where he initially covered energy issues. He later covered the Carter and Reagan Administrations before moving to LA in 1986. As BusinessWeek’s Hollywood reporter, his cover stories have included those on the Walt Disney Co., Rupert Murdoch and Steven Spielberg. In recent years, he has expanded his coverage to include new media and emerging digital technologies, including those distributing content online and through wireless devices. He is author of the 1991 book, The Disney Touch, and is a frequent commentator for CNN, CNBC and other news outlets. Grover graduated from the George Washington University, has a Master’s Degree from the Columbia School of Journalism and a MBA from George Washington University. Jake Zim is Chief Operating Officer of Safran Digital Group (SDG), a next generation entertainment company that finances, develops and distributes entertainment programming and technologies for digital platforms. As COO, Zim is responsible for general management and strategic oversight of SDG’s operations including business and product development, marketing, promotions, financing and investment strategies. Previously, Zim was Vice President of Online for Fox Atomic, News Corp.’s youth market film studio, which in addition to theatrical features develops content for the Internet, mobile devices and other emerging technologies. At Fox Atomic, Zim oversaw all aspects of the studio's online and digital presence, including marketing, creative, original and acquired content and digital distribution. Recent Fox Atomic theatrical releases for which Zim developed digital marketing campaigns include 28 Weeks Later, The Hills Have Eyes 2, Turistas and The Comebacks. While at Fox Atomic, Zim sought out innovative technologies that could be applied to create new methods of marketing entertainment content. One such example is his creation of the Blender, which launched at Comic-Con San Diego in July 2006. The first online video editing tool backed by a major media company, the Blender allowed visitors to create "mash-ups" using Fox Atomic content. Zim spearheaded a partnership between Fox Atomic and technology provider Jumpcut.com (acquired by Yahoo in September 2006), to develop the Blender. It was the first time Jumpcut had developed a commercial online version of its editing tool, which has been used in several subsequent Fox Atomic theatrical promotions. In Summer 2007, Zim was recruited to join the Hulu launch team, a group of hand-picked NBC and Fox executives who collaborated on the development of the online video-on-demand service. Zim worked on the product team, focusing on user-experience and content marketing and presented findings from Fox Atomic's online research at Hulu's New York development conference. Prior to joining Atomic, Zim was Director of Digital Media Marketing at Lionsgate. He directed the digital campaigns for such titles as the Academy Award® Best Picture winner Crash and box office hits including Saw II, Hostel and Madea's Family Reunion. Zim graduated with a B.A. in History from the University of California at Berkeley where he also was a member of the 1998 National Championship Lacrosse Team. He received his MBA from the University of Southern California's Marshall School. Robert Birge, Chief Marketing Officer, IMG Worldwide: As Chief Marketing Officer for IMG Worldwide, Robert is responsible for global brand management, advertising and strategic marketing initiatives for all of IMG’s global business units. Reporting to Ted Forstmann, IMG's Chairman and CEO, Birge oversees a marketing team based in New York and London and comprised of strategic planning and creative staff from leading marketing agencies. As the first CMO in IMG’s nearly 50-year history, Robert created the marketing function from the ground up. The marketing team helps IMG divisions drive growth and brand value by crafting, positioning and promoting IMG properties including events, media programs, talent and IMG service brands. While at IMG, Robert has crafted brand strategies for IMG and key divisions, developed several proprietary sports and entertainment marketing models, crafted new branding and marketing programs for a number of key properties, and helped revamp IMG’s new business development efforts. In over 15 years in marketing, Robert has worked across a range of categories including wireless, consumer goods, beverages, financial services and travel. Before joining IMG in 2006, Birge was Managing Director of TBWA\Chiat\Day, New York, where he oversaw day-to-day operations, including client service and new business. Prior to that, he was a member of Boston Consulting Group's consumer marketing and e-commerce practice where he also served as the interim head of marketing for the first year of the Orbitz.com start-up. Robert also worked in brand management at Miller Brewing Company and marketing consulting at Marketing Corporation of America. He earned his MBA from Northwestern University’s Kellogg Graduate School of Management and his AB at Dartmouth College. Jordan Levin, CEO and co-founder, Generate: Recognized for his deeply nuanced and renowned understanding of young adults and families, Jordan Levin has been instrumental in launching numerous entertainment franchises that have left a lasting impact on popular culture. A founding partner in Generate, Levin oversees the company’s broadband and mobile initiatives and is responsible for the company’s television development and production along with Pete Aronson. In 2006, Levin partnered with established media leaders Pete Aronson, Dave Rath, Kara Welker and Mike Karz to launch Generate, the first production, talent management and media consultancy company to focus on the development of intellectual propertiy for multi-platform distribution. Prior to Generate, Levin spent a decade launching, building and branding America’s most successful broadcast network targeting younger audiences– The WB - culminating with his appointment as the youngest CEO in broadcast television history. Levin, who replaced television visionary Jamie Kellner as CEO of The WB, joined the network before its January 1995 launch as part of the founding executive team and rose through the programming ranks to become President, Entertainment by the time he was 33. At The WB, Levin was instrumental in establishing the network’s distinctly youthful brand identity through the development of hit shows for young adults and family households such as “Dawson’s Creek,” “Buffy the Vampire Slayer,” “7th Heaven,” “Charmed,” “Felicity,” “Smallville,” “Gilmore Girls,” “Angel,” “Reba,” “The Jamie Foxx Show,” “The Wayans Bros.,” “Sabrina, The Teenage Witch,” “Sister, Sister,” “Smart Guy,” “The Steve Harvey Show,” “What I Like About You,” “Popstars,” “The Surreal Life,” “Everwood” “Blue-Collar TV,” and “One Tree Hill.” Levin’s partnerships with every major Hollywood studio propelled more series into the syndication marketplace during his tenure than any other network. His media buying relationships led to groundbreaking deals with blue-chip advertisers creating innovative, brand-integrated programs and new programming alliances. An example includes the Family Friendly Forum’s inaugural script development fund whose first, and biggest, success story is the “Gilmore Girls.” Levin continued to pursue family programming through the creation of The WB’s original movie division. This division launched with “Samantha: An American Girl Holiday”, a made-for-television film based upon characters from the popular, ‘American Girl,’ historical doll collection which shipped more than one million DVDs post its successful, television debut. Levin also oversaw ‘Kids’ WB,’ the #1 Saturday-morning, children‘s network with boys 6-11 and tweens, fueled by hits like “Pokémon,” “Yu-Gi-Oh!,” “Jackie Chan Adventures,” “¡Mucha Lucha!,” “What’s New Scooby-Doo?,” and the latest incarnation of “The Batman.” Prior to the WB, Levin was a member of the creative team that revitalized the Disney brand in network television through family and young adult, television programming like “Home Improvement,” “Boy Meets World,” “Blossom,” and “Ellen.” While at Disney, Levin was one of the founders of the Walt Disney Writers Fellowship Program, which provides opportunities to under-represented writers. In 2004, Levin stepped behind the camera to make his directorial debut on an episode of the award-winning, dramatic series “Everwood”. He is currently a member of the DGA. Levin’s skill in programming responsible and meaningful television for a young adult audience has resulted in industry-wide recognition, including being named the 2004 Television Executive of the Year by The Caucus For Television Producers, Writers and Directors, being featured on the cover of The Hollywood Reporter’s 2003 “Leadership in Hollywood” issue, as well as being honored by Girls Inc. and the Los Angeles Free Clinic, of which he is a current member of the Board of Directors. Many additional businesses and non-profits tap into his youthful expertise as Levin sits on numerous Boards including Matinee Media, an integrated media company that specializes in the acquisition and development of broadcast stations, SpiralFrog, an online music destination, offering ad-supported legal downloads of audio and video content, the Austin Film Society and the UT Film Institute while having consulted for the Clinton Foundation, ad-agency GSD&M, Internet powerhouse eBay and Moderati/Faith West, a leading multimedia mobile content company. Scott Webb, Chief Creative Officer, Worldwide Biggies Inc.: Scott Webb is an award winning Creative Director with over 25 years of experience in the cable television and internet media industry. Webb is now the Chief Creative Officer of Worldwide Biggies Inc., a digital entertainment studio creating and marketing multi-platform content for kids, families and young adults. In 1983 Webb was part of the team responsible for the relaunch and branding of Nickelodeon, the first network just for kids. At the time Nickelodeon was a fledgling cable business with fewer than two million subscribers. Today Nickelodeon is a multibillion dollar international business that extends beyond television into all aspects of kids’ lives. Nickelodeon’s most valuable asset is its brand identity and distinctive orange trademark which Webb managed for over 12 years. His responsibilities to the network included promotion, marketing, advertising, programming and development strategies. During his tenure Webb provided creative leadership for the development and launching of such media brands as Nick-at-Nite, TV Land, Nick Jr., Noggin, Nicktoons, Nick.com and Nickelodeon Magazine. Webb was Executive VP and Worldwide Creative Director when he left Nickelodeon in 1999 to form Afterlife, a production, branding and consulting company. Since that time Webb has worked with the MIT Media Lab, CSTV, TLC, Cranium, WNYC Radio and Oxygen Media. In 2003 Webb became Senior Vice President, Creative Director for Oxygen Media overseeing on air promotion, creative services and all aspects of their internet and interactive business. While at Oxygen Webb was a key member of Programming and Marketing teams and helped guide the independent network for women to profitability. Webb’s expertise is in understanding how smart creative ideas and execution can help build profitable businesses. But he is most proud of his ability to lead and manage creative teams and develop talent. Today there are dozens of senior creative executives throughout the entertainment industry who got their start as part of Webb’s team and credit him with grooming their creative talent. In his spare time Scott collects comic books and toys. He is a graduate of Sarah Lawrence College. He lives in Montclair, New Jersey with his wife Jessica and their two boys Noah and Joshua. MILES BECKETT, Co-Founder and CEO, EQAL, Co-Creator and Executive Producer, lonelygirl15 and KateModern, www.LG15.com, EQAL.com. Miles Beckett is the Co-Founder and CEO of the social entertainment company, EQAL, and is the Co-Creator and Executive Producer of the online video series’ lonelygirl15 and KateModern. After graduating from medical school and practicing to become a plastic surgeon, Beckett came up with the idea of posting a serialized drama on the internet and along with Mesh Flinders and Greg Goodfried, created lonelygirl15 in the summer of 2006. Beckett and Goodfried followed this success by launching KateModern in the summer of 2007 and forming EQAL to develop and create new interactive shows. lonelygirl15 and KateModern became pop culture phenomenons, and are the most popular online interactive shows, collectively receiving over 150 million views to date. Beckett holds a B.S. in Neuroscience from the University of California at Berkeley and an M.D. from the University of California at San Diego. He completed an internship year in the Integrated Plastic Surgery residency program at Loma Linda University Medical Center and one year of tissue engineering research at the National Institutes of Health as a Howard Hughes Medical Institute Research Scholar. He was the founder and Editor-In-Chief of “The Pulse,” a UCSD Medical School newsletter and “The Inhuman Condition,” a UCSD Medical School underground comedy newsletter as well as the Design Editor and staff writer for “The Heuristic Squelch,” the UC Berkeley humor magazine. Prior to forming EQAL, Beckett was the Founder and CEO of SHOUTBOY (shoutboy.com), a comedy video podcast website and the Writer/Director of the political spoof, “West Wingers.” As an expert on the convergence of entertainment and technology and online video, Beckett has been a speaker on panels throughout Europe, Australia and across the US and Canada and was a co-host with Greg Goodfried of Mixed Media, a live streaming web show on NowLive (nowlive.com).