A conference with a focus on independent telcos
and their video programming and marketing needs

One of the great mysteries of the cable television business is content. For an independent telephone company with little experience in this area, the acquisition and marketing of programming can be a daunting task. Even for those telcos that offer cable television programming via subsidiaries, it is often difficult to get the attention of the programmers and other content licensors since they are often focused on the larger MSO accounts.

The Fall 2003, Independent Telco Video Content Conference will help the independent telco unravel the mystery of cable television content, while providing a forum for independent telcos to exchange ideas as to effective marketing and promotional techniques. This conference is also a chance for the independent telcos to show the content producers their unique needs and their collective nationwide presence.

Building upon the success of the iTVcc, this conference promises even more timely sessions and topics that will include discussion of on-demand content, gaming, advertainment, HDTV, regulatory aspects of the triple play, digital rights management and case studies of telcos that have successfully deployed advanced broadband and video services. :

All West Communications – A Triple Play Success Story

All West Communications has used just about every possible technology — from Hybrid Fiber Coax to ADSL to VDSL to FTTH — to give their customers the combined triple play of voice, video and data. But through it all, it is the attention to the needs of their customers that has helped this independent telco quickly become cash-flow positive, even as they implement new services such as video on demand. This presentation will review the secrets of their success.

Tony Distefano, VP Operations, All West Communications

The Anchor Tenant - Why Major Studio Fare is a Must-Have

Just like the mall, an interactive television provider needs content from well known, national brands that will draw people into the array of programming they offer. These anchor tenants of content are a critical element in creating the perception that an independent telco is a purveyor of quality, Hollywood-style entertainment.

This session will feature the viewpoint of Warner Home Video, one of the major Hollywood studios and what they require from a world that has moved from VHS and PPV to DVD and VOD.

Andrew Mellet, Vice President, Video-on-Demand and Pay Per View, Warner Bros.

The Value of Content Aggregation

Each year, thousands of titles are produced in Hollywood and around the world. In one sense, access to content is easy. The challenge is creating a package that is compelling enough for consumers to access month after month. Bruce Eisen of CinemaNow will discuss the techniques they use to keep their service fresh and relevant to their expanding customer base.

Bruce Eisen, CinemaNow

SVOD & FOD- All you want, when you want

Bundling different services, such as telephony, Internet and video, works. Why not bundle packages of video services within the same charge. Well, this is exactly what proponents of Subscription Video On Demand and "Free on Demand are proposing. And it is working. Hear the viewpoints of networks as well as the operators as to how these services positively change customers' television viewing behaviors, while reducing churn.

John Baghdassarian, Regional Vice President, MagRack
Channing L. Dawson, Senior Vice President, Scripps Networks New Ventures
Tom Gove, Senior Director, New Media, Starz-Encore

Serving Up VOD – A Primer on VOD Server Technologies

Speaker and description to be provided.

The Regulatory View of The Triple Play

This presentation will discuss

Regulatory Classifications in a converged/Triple-Play world -- Common Carrier (Title II) vs. Information Services (Title I)--aren't voice, data, video just "applications" over IP,
Regulatory Avoidance vs. Regulatory Compliance,
IP as transport vs. VOIP,
The USF Conundrum and
Possible regulatory futures.

David Irwin, Managing Partner, Irwin, Campbell & Tannenwald, PC

Content & Regulatory Strategies for Video

If you are going to provide cable services, you will need a franchise from your local government - or do you? This session will explain the basics of the local franchising process and then explore alternative methods of weaving through the local and federal regulatory maze to provide video services without the need for a local franchise.

Howard Shapiro, Bennet & Bennet, PLLC

The Telco Jukebox: Why A Telco has to be concerned about ASCAP/BMI/SECAS

In this age of peer-to-peer networks and the concerns about the illegal pirating of music and other files, could your telco be inadvertently not paying its dues? ASCAP, BMI, SESAC, acronyms for PROs (performing rights organizations), ensure their writer/musician members are paid for their work. Whether you are providing ISP services, plan on offering local ad insertion or will be serving commercial properties (e.g. hospitality), this will be a topic of interest. This session will feature an expert from ASCAP provide an overview of the performing rights concept and discuss the various licensing requirements.

Laurie Hughes, Director of Business Affairs for ASCAP, the American Society of Composers, Authors and Publishers.

HDTV - More definition, more TV

Like the low rumble of a freight train in the distance, HDTV is coming. This session will address the content, regulatory and technical considerations of HDTV. This is a must-see session for an offering that will soon become a must-have feature.

Peter Lowten, Pixel Consulting & Liason
Doug Mielke - - Director of Operations, Technicolor Media Asset Management Group

Content Protection in The Telco TV Business

Protecting digital content assets is the most important issue that multimedia content owners face in today’s digitally networked world. Understanding these issues and implementing appropriate controls in planning telcoTV networks are critical to obtaining desirable content and in growing a successful business.

This session will:

Highlight the key issues that content providers have in releasing content to new distribution platforms.
Review the changes that are occurring in the way content is consumed and the implications for content controls.
Discuss the key considerations in implementing a Digital Rights Management system for video content distribution over broadband IP networks
Provide an overview of potential solutions.
Discuss how DRM tools can be used to generate new revenue streams for both the content owner and distributor.

Ian Tapp, Vice President, Market Development, NDS Americas

The Value of Middleware – Enabling IP Video Networks

This presentation addresses the issues that providers face, and includes recommendations for middleware feature support, backed by technical data and industry analysis. Service providers are faced with increasingly more complex implementation issues, and are now looking for technology that enables their existing operations and provides integration assurance of a working end-to-end system. Middleware is best suited to meet these demands, because it has evolved from supplying software-only applications to enabling entire operating systems for video deployments.

Mike Curran, Director of Sales, Western U.S. & Canada, Myrio

Advertainment - Another way to pay for your network

Why make your customers explicitly shoulder all of the costs of your network? Since the last century, broadcast television and radio have primarily been supported by advertising, not subscription. This session will look at ways even a small operator can benefit from advertising on their system. This session will provide three very different view points of potential ways operators can “monetize” their assets by including various forms of advertising. This subject will explore this topic from the national advertiser viewpoint, the mechanics of what is required for local ad insertion and, finally, possible ways to tap into the huge gaming market, which, at over $9 billion in revenue is larger than theatrical box office for major motion pictures. This session will provide insight as to how telcos can both grow their revenue and subscriber base.

Pete Pifer, President, ETI, Inc.
Garry Kitchen, President & CEO, Skyworks
David Ernst, V.P. Research, Initiative Media

Case studies in Independent Telco Video Success

These case studies will feature a variety of independent telcos that have deployed systems within and outside their traditional exchange areas using various network topologies, including ADSL, VDSL, HFC and FTTH. They will discuss their platform choices and marketing strategies and tactics for success in the face of formidable competition.

Moderator: Ken Pyle, Vice President, Viodi, LLC

The Use of Marketing to Drive an ILEC’s Triple Play Success

Horizon View, a subsidiary of Horizon Chilicothe Telephone, is a triple play pioneer that has been offering voice, data and video for over two years now. Karen McKee will discuss why they added video services, how well these services have performed and whether or not they would make the same decision given their experience to date. McKee will also provide insight into some of the innovative ways that Horizon differentiates some formidable competition.

Karen McKee, Dir. of Marketing, Horizon Chillicothe Telephone

The Value of a Triple Play to CLEC Penetration

This focus of this topic will be a discussion of the results of two year test of CLEC deployment in St. Peter, MN, a small rural community. Specifics to be discussed include the benefit of the triple play on market penetration, revenues and customer retention.

Paul Bertino, Dir. of Marketing, Hickory Tech

Local Content Creation – The Big Differentiator

Tired of relying on others for content? Why not create your own? Local content may be the "killer application" for video-on-demand as well the differentiator need to effectively compete with cable and satellite competitors. This presentation will discuss the mechanics of local content, especially as it relates to ad insertion and the revenue generating opportunity that exists in advertising sales -- both traditional cross-channel and some of the new horizon interactive advertising technologies. Further, this presentation will focus on the process of content creation, marketing techniques and what the future holds in store for this truly unique content approach.

Taylor Summers, Director of Marketing, Pioneer Communications

Reception Sponsored By:

http://www.nds.com

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A conference with a focus on independent telcos and their video programming and marketing needs

A conference with a focus on independent telcos
and their video programming and marketing needs