NEW YORK — As radio industry executives and cognoscenti gather next week in Orlando for the 2018 Radio Show, many of their counterparts in the broadcast television industry will be at Pier 60 on the west side of Manhattan for the TVB‘s annual Forward Conference.
This year’s event, scheduled for Sept. 28, is built around the theme of “TAB” — technology, advertising and broadcasting.
Behind this “TAB” theme is one key desire: to get agencies and broadcasters fully aligned on reaching “a common goal of sustainable revenue generation.”
The one-day affair at New York’s Chelsea Piers is expected to attract more than 500 top-level C-Suiters, with panel discussions focused on the economic, political, technological and consumer trends that influence local TV’s revenue opportunities.
For TVB’s head, the event comes at a time when broadcast TV has largely thrived despite the significant inroads made by Netflix and Amazon Video; The Marvelous Mrs. Maisel was a big winner on Monday evening at the 2018 Emmy Awards.
TVB President/CEO Steve Lanzano said, “Traditional television has proven to be resilient in an era of media industry disruption, maintaining its central position as the dominant and most trusted video viewership platform in U.S. households, even as new viewing options have continued to proliferate. According to Nielsen, American adults watch four hours and forty-six minutes of video on television each day, compared to twenty-five minutes of video on mobile devices. In addition, a recent Poynter Media Trust Survey found 76% of Americans have ‘a great deal’ or ‘a fair amount’ of trust in local TV news, compared to 55% in national news and 47% in online-only news outlets.”
He then pointed to “many new data-driven analyses and research studies over the past year have confirmed that linear local broadcast television remains the most effective marketing platform for advertisers, brands and political candidates seeking to reach and influence the purchase and voting decisions of their respective target audiences.”
The agenda for the 2018 TVB Forward conference includes a Wall Street panel moderated by S&P Global Market Intelligence Senior Director of Research Robin Flynn, with Wells Fargo Securities media analyst Marci Ryvicker, J.P. Morgan Managing Director of Equity Research Alexia Quadrani, Moffett Nathanson partner Michael Nathanson, TEGNA EVP/CFO Victoria Harker and Nexstar Media Group EVP/CFO Tom Carter as participants.
“The Wall Street panel will offer an active and engaging discussion between television broadcasters and expert industry observers on what will actually drive the future growth, competitiveness and value of broadcast television,” TVB says.
Other presentations include:
- TAB Talk: “NextGen TV: Targeted & Automated?”
- Measurement
Moderator: Steve Lanzano, President & CEO, TVB
Panelists include:
Kelly Abcarian, SVP Product Leadership, Nielsen
Kathy Doyle, EVP, Local Investment, IPG/MAGNA
Ed Gaffney, Managing Partner, Director of Implementation Research & Marketplace Analytics, GroupM North America
Bryan Wiener, CEO, comScore
- Automotive Super Session
Forecast: Patrick Manzi, Senior Economist, National Automobile Dealers Association
Mr. Manzi will review the state of the automotive industry and provide the latest update on automotive industry trends, unit sales forecasts and the factors impacting ad spend.
Moderator: Brad Seitter, EVP, Business Development, TVB
Panelists:
Ken Bracht, Director of Brand Marketing, Audi of America Audi
Joe Cerone, EVP, Local Investment
The automotive panel discussion will include a look at the marketing impact due to sales shifts from sedans to trucks/SUVs; the use of TV and digital for advertising and branding campaigns; and the importance of live sports in reaching car purchasers.
For full agenda and speaker bios click here
