Product placement, the differentiation of commercial and editorial content, and strategies for advertising across media must all be reassessed in the light of the latest technological and juridical changes. This seminar will present international trends in the creation of new forms of advertising, focus on their acceptance and viability worldwide, and scrutinize the prospects of conventional ad-spend strategies.
Presentation: Stefan Braunschweig, Chief Reporter, werben & verkaufen, Frankfurt/M. ______________________________________________________________________________________
14:00 hrs - 14:30 hrs
The Future of Commercial Television
Keynote
Simon Shaps, Chief Executive, Granada, London ______________________________________________________________________________________
14:30 hrs - 15:30 hrs
Between Commercial Break and Product Placement. TV-Advertising in the Digital Age
Panel
Alexander Duphorn, Director Sales, MTV Central, Berlin
Jörg Grabosch, Managing Director, Brainpool TV GmbH, Cologne
Thomas Luzar, Managing Director, spin tv GmbH, Cologne
Andrea Malgara, Managing Director Marketing and Research, SevenOneMedia, Unterföhring
Klaus-Peter Schulz, CEO, OMD Germany GmbH, Düsseldorf ______________________________________________________________________________________
15:30 hrs - 15:45 hrs
Legal Restrictions on Product Placement
Sum up
Prof. Dr. Johannes Kreile, Managing Lawyer, Bundesverband Deutscher Fernsehproduzenten e.V., Munich ______________________________________________________________________________________
15:45 hrs - 16:00 hrs Coffee break ______________________________________________________________________________________
Presentation: Eric Mika, Managing Director International Affairs, Variety, London ______________________________________________________________________________________
16:00 hrs - 16:30 hrs
Brandbuilding in a Digital Landscape
Keynote
Stefan Kastenmüller, Deputy Managing Director, Jetix Europe GmbH, Munich ______________________________________________________________________________________
16:30 hrs - 17:30 hrs
More than Free-TV. New Advertising Strategies for the Digital Media Market
Panel
Thomas Deissenberger, Managing Director, DSF, Ismaning
Bill Gash, CEO, Partners in Television Ltd., London
Prof. Peter Kabel, Member of the Board New Media, Jung von Matt, Hamburg
Martin Poole, Director Sales and Marketing, BDA, London
Wolfram Winter, Managing Director, Universal Studios Networks Deutschland, Munich
Mark Boyd, Director of Content, BBH, London