At the 2012 Multicultural Media Forum, we’ll explore the word “community” from various perspectives:
- The Multicultural Community: Multicultural America is America. As the general market shifts to become a multicultural market, how must business models adapt to remain relevant to all consumers?
- Communities within Communities: Across all industries, companies are looking to multicultural communities for growth, not just in America’s major metro areas, but across the country. What do we know today that we didn’t know before about reaching and serving multicultural consumers? What and where are the biggest opportunities?
- Virtual Communities: How is social media—driven by broadband and digital technologies—reshaping the concept and power of community locally, nationally, and internationally? How can brands harness the power of social media communities to reach consumers in engaging and culturally relevant ways?
- Research Communities: How are major media brands are harnessing the power of online research communities to listen to, engage with, and learn from their consumers? Get exclusive access to our online research community of multicultural consumers and other valuable takeaways you can use to inform your multicultural strategies!
Working Agenda (Subject to Change)
2:25
Closing remarks and Grand Prize Drawing of a Trip to Paris for 2, Courtesy of TV5Monde!
|
7:30 – 8:30 |
Registration and Continental Breakfast |
|
8:30 – 8:45 |
Welcome: Howard Horowitz, Horowitz Associates |
|
8:45 – 9:30 |
Research Presentation: Viewing the Viewer: A 360° View of Multicultural Consumers Today Horowitz Associates’ Adriana Waterston will open the Forum by sharing compelling findings from three new Horowitz Associates studies. Get the most current cable, broadband, and mobile penetration and usage data from our annual State of Cable and Digital Media Survey, contextualized by rich qualitative insights. Hear what consumers said in a 2-month Online Research Community focused on multicultural content and multiplatform technologies and see clips from In-Home Videographies to get a glimpse of how consumers’ relationships to media and technology play out in the context of their real lives. |
|
9:30 – 10:00 |
Sponsoring Keynote: Manuel Abud, President, Telemundo Station Group |
|
10:00 – 10:15 |
Programming Showcase: Presented by Ella, featuring the best new TV content for multicultural audiences from Ella, Telemundo/mun2, ESPN, Cine Sony Television, Imagina, Blue Ocean Network, ZeeTV, TV5MONDE, TV One, and others. |
|
10:15 – 10:45 |
Break & Networking |
|
10:45 – 11:45 |
Programming and Distribution Panel: Staying Tuned with Multicultural America: This panel addresses the ever-evolving relationships between programmers, distributors, advertisers, and audiences. Executives from today’s most influential media brands will discuss how media companies can use the power of community to drive their businesses and retain multicultural audiences in a competitive and multiplatform space. Topics include distribution, packaging, and bundling of multicultural content; the evolution of the “general market” and its impact on the television business; how social media is affecting the marketing and promotion of multicultural television content, services, and technologies; and the evolving role of OTT technologies when it comes to serving communities of multicultural consumers with hard-to-get content. Moderator: Tom Umstead, Programming Editor, Multichannel News. Panelists: Ruben Mendiola, Vice President and General Manager of Multicultural Video Services, Comcast; David Saldarriaga, Director, Marketing & Sales, Charter; Michelle Webb, Executive Director, Content Programming and Acquisition, Verizon FIOS; Dr. Justin Ku, Co-Founder & Chairman, Blue Ocean Network; and Tim Boell, Group Head of Distribution, Asia TV; and Brad Siegel, Vice Chairman of Gospel Music Channel, who is working with Magic Johnson on the launch of ASPIRE, a new network geared toward positive programming for Blacks. |
|
11:45 – 12:40 |
Advertiser Panel: The Community of “US”: 20-year marketing veteran Jorge Consuegra will moderate a panel of top advertisers to explore how advertising, branding, and marketing strategies—indeed, entire business models—are shifting as companies begin to embrace the idea of the general market as a multicultural market. As the identity of the U.S. becomes more multicultural and multilingual, how does a company stay true to its brand image while striving for relevancy among a very diverse and dynamic new general market? How can the big-picture idea of advertising, branding, and marketing for a multicultural general market be effectively implemented, if at all? What do advertisers need from their partners to successfully reach the new Community of US? Panelists include Lorraine Cortés Vázquez, EVP, Multicultural Markets & Engagement, AARP; Jaime Vasquez, VP, Consumer Marketing, Cricket Communications; Todd Cunningham, SVP, Strategic Insights and Research, Viacom Media Networks; and Ed Gordon, Senior Director, Distribution & Audience Research, ESPN. |
|
12:40 – 1:25 |
LUNCH |
|
1:25 – 1:45 |
Musical Performance by Sony Music Latin artist Beatriz Luengo! Presented by Cine Sony. |
|
1:45 – 2:40 |
Agency Panel: Agencies, Community and Brand Building: The big-picture idea is that the general market is now multicultural (as we have known for years) and agencies are seizing the opportunity (some more than others) to buy total market, to buy across ethnicities and of course, across platform…How are top agencies, clients and creative executives connecting all the dots for their clients, helping them navigate a complex, multicultural and multiplatform world to effectively reach consumers with relevant advertising and messaging. Moderator: Liz Sarachek Blacker, Chief Revenue Officer, Terra USA. Panelists: Carlos Manzano, Executive Director, City of New York’s Latin Media & Entertainment Commission; and Melvin Wilson, Digital Director at d exposito & Partners, and John Woo, Co-Founder and President of Woo Art International. |
|
2:40 – 3:00 |
Closing remarks and Grand Prize Drawing of a Trip to Paris for 2, Courtesy of TV5 Monde! |
