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September 27 – 28, 2007
Princesa Sofia Gran Hotel, Barcelona
AGENDA
Day 1 ~ Thursday, 27 September
| Time-Frame | Location | Session |
| 8:30 - 9:00 | Hall Catalunya | Coffee service |
| 9:00 - 9:15 | Lleida & Tarragona | General Assembly Make CTAM Europe Your Cable Marketing Organization CTAM Europe's co-chairs will host the organization's general assembly. During this session member-attendees will have the opportunity to provide input into the basic operations and strategic development of CTAM Europe. This is an opportunity to make CTAM Europe YOUR cable marketing organization, so we encourage all members to attend and participate in the discussions. Agenda items include:
Presenter: |
| 9:15 - 10:15 | Lleida & Tarragona | Welcome Address and Creative Awards Ceremony
 Watch online now (CTAM Members only)
During this opening session, attendees will be welcomed by CTAM Europe's chairpersons who will share the EuroSummit objectives, describe the two-day agenda, and introduce the CTAM Europe Creative Award winners. This first-ever European creative competition recognizes outstanding achievement and creative excellence in cable marketing. Gold, Silver and Bronze winners of the competition will be announced at this special ceremony. Presenter: |
| 10:15 - 11:15 | Lleida & Tarragona | Day 1 Keynote Address — Ubiquitous Broadband and Long Tail Content Change Everything Watch online now (CTAM Members only)The mass distribution of media is undergoing the most profound changes in its history. On the one hand ubiquitous broadband enables new competitors to challenge the traditional gatekeepers, cable and satellite, and on the other hand the appeal of the traditional mass media popular channels is being diluted and fragmented into millions of entertainment sources ranging from user-generated content to well-financed and professionally produced narrow interest channels. Consumers will have wider choices and fierce competition for customers will drive down prices and margins. |
| 11:15 - 12:00 | Lleida & Tarragona | Into the Fire: The Virgin Merge — ntl: Telewest to Virgin MediaWatch online now (CTAM Members only) It was one of the biggest industry stories of the year. The ntl: Telewest changeover to Virgin Media captured attention around the world — and was on the radar at last year's EuroSummit agenda. One year later, we'll follow up to see how the re-brand program went and how the company is using its new brand in one of the most highly competitive markets in the world. Presenter: |
| 12:00 - 13:00 | Hall Catalunya | Networking Lunch This lunchtime forum is a great opportunity to meet the featured presenters and network in an informal setting. Explore themes for EuroSummit, chat with your peers, and renew old acquaintances. |
| 13:00 - 13:30 | Roses | Where Advertising Dares to Go Advertising is swirling in today's global digital landscape. New opportunities are arising everywhere. What are the advertisers' perspectives? Where it is all going and what does it mean for the cable industry? How should the cable industry market itself? How can cable make the most of its inventory of digital advertising? This session will "ad" it all up. Presenter: |
| 13:30 - 14:30 (Concurrent sessions) |
Lleida & Tarragona | User-Generated Content — Putting UGC in the MixWatch online now (CTAM Members only) User-generated content has come a long way from those Funniest Home Video shows. Today, UGC is engaging consumers in ways we never dreamed of—taking entertainment in totally new directions. The questions for operators and content providers alike are, "What's the operator’s role in this new space? Where's the business case? And how do we engage users with UGC?" The session will include case studies highlighting how operators and content providers are using UGC strategies to aggregate content and engage consumers. Moderator: Speakers: |
| 13:30 - 14:30 (Concurrent sessions) |
Roses | Customer Care Track—Part 1 Trust: It definitely matters! This is the first of a two-part session on Trust. Part 1 will focus on trust from an external perspective. How important is it to build and maintain the trust of your customers? How do their perceptions impact your business decisions? Join five CEOs from Europe's leading cable operators in a discussion about the external impact of Customer Service—and how trust influences consumer decisions. Interviews will reveal successful strategies for building and maintaining trust through service, professionalism, and customer care—from the top down. For the total perspective, be sure to attend the companion session on Friday which focuses on the internal importance of Trust. Moderator: Speakers: |
| 13:30 - 14:30 (Concurrent sessions) |
Sitges | Managing the Customer Lifecycle Connect with your customers This session will give you top-level, data-driven CLM strategies to increase the loyalty and value of your customers. You'll learn practical, low-cost ways to convert vendor-agnostics into satisfied customers. You'll also learn how to maximize the power of your advocates. We'll use real-life case studies so you can see what works and fix what doesn't with your own customers. Don't miss out on this valuable session—and receive a valuable confidential benchmark report on how your CLM capabilities compare to your peers. Moderator: |
| 14:45 - 15:45 (Concurrent sessions) |
Sitges | It's All About Demand Unlocking the mystery of VOD Today, VOD is a must-have for your customers. How can you use VOD to increase retention, drive incremental revenues, and create a sustainable, standalone revenue stream? And what are the new opportunities for advanced advertising with VOD and convergence? Few companies have been more successful at tapping this revenue stream than HOT, Telenet and On Networks. Key players from all three companies will illustrate how cable operators can market, position, bundle, and deploy VOD successfully against DVR and other competing media. Moderator: Speakers: |
| 14:45 - 15:45 (Concurrent sessions) |
Lleida & Tarragona | The Teen Factor— These kids today!Watch online now (CTAM Members only) Since the explosion of gaming, music downloads, UGC, online social-networks, instant messaging, viral media, and more, marketing to teens requires a whole new toolbox and language. How do we gain understanding of new media? What does it all mean to our cable industry? Teens themselves provide the answers! We'll hear from some media-savvy youngsters about their online media behavior and technology use... and what they'd like to see from operators. The live onstage focus group features specialist in new media and youth marketing, DK, founder of mediasnackers.com. You'll explore the ways teens influence their parents, how much attention they really pay to advertising, and what they really care about. Be prepared to have fun at this session! Moderator: Focus Group: |
| 15:45- 16:00 | Hall Catalunya | Coffee Service |
| 16:00 - 17:00 | Lleida & Tarragona | CMO Forum Top marketers on the New Marketplace Watch online now (CTAM Members only)Chief Marketing Officers (CMOs) from leading media companies will discuss and share their perspectives on cable marketing in the new economy. You'll explore proven strategies and examine new ways to market in the fast-changing media environment. Learn how major cable operators are able to cut through the clutter and rise to the top of the new marketplace. The CMO session is a new addition to EuroSummit—and a strong companion to the CEO Forum, so very unique to our agenda. Moderator: Panelist: |
| 17:00 - 18:15 | Hotel Garden | CTAME Cocktail Reception During this cocktail reception you will have a chance to meet colleagues from all over Europe, along with the summit's presenters, in a casual, fun setting. Get ready for an evening of salsa, sangria, and Spanish-style festivities. 18:45 Transportation to the Barcelona Extravaganza. |
| 19:00 - | Barcelona Extravaganza Eat, dance, drink, and be merry at this fun, informal dinner event. The theme for the night is Barcelona—featuring lively salsa music, Las Ramblas-style characters, entertainment, dancing, and great companionship. Say Hola to your friends and enjoy the Barcelona Extravaganza! |
Day 2 ~ Friday 28, September
| Time-Frame | Location | Session |
| 8:00 - 9:00 | Batllo/Guell Suite | Networking Breakfast Begin Day 2 with a bite of breakfast and a taste of Barcelona. This informal breakfast is a great way to network and get more involved with your CTAME colleagues. Breakfast is open to all attendees, so bring your appetite and enjoy the informal atmosphere. |
| 8:30 - 9:00 | Lleida & Tarragona | Solon European Cable Survey 2007 CTAM Europe Exclusive! Watch online now (CTAM Members only)
This session is an important chance for CTAME members to examine exclusive data that directly impacts cable operators. Solon Management Consulting, the leading consultancy for the European broadband industry, will present a top-line analysis of their pan-European benchmarking study of cable operations, conducted in cooperation with CTAM Europe. Don't miss this insider's opportunity to hear directly from Solon experts. Presenter: |
| 9:00 - 10:00 | Lleida & Tarragona | Day 2 Keynote Speech—The Importance of TrustWatch online now (CTAM Members only) Trust is a business imperative—not a fluffy marketing concept. What is the role and relevance of trust in today's dynamic marketplace? Who do consumers turn to in a world where technology, solutions and providers are changing on a daily basis—not just in the cable business, but in society and the world at-large? How does trust help or hinder our efforts? Organizations that give trust a high priority will be the ones that succeed on both the acquisition and retention fronts. We'll hear from a respected figure, Barry Rellaford of CoveyLink, about the impact of consumer trust in a changing marketplace—and how you can begin to establish trust in a competitive and changing environment. |
| 10:00 - 11:00 | Lleida & Tarragona | CEO Forum—Cable From All SidesWatch online now (CTAM Members only) Each year at the EuroSummit, we invite CEOs from leading industry firms to share their perspectives on the cable business. What should the cable industry do in the face of threats from new media and distribution? Are we as prepared as we should be for a full-on assault from aggressive telcos and IPTV? We’ll examine new products, trends and technologies—and discuss the key differentiators: marketing, sales, customer care — that set them apart from other companies. Moderator: Speakers: |
| 11:00 - 11:30 | Hall Catalunya | Coffee Break |
| 11:30 - 12:30 (Concurrent sessions) |
Lleida & Tarragona | Bundling: It's not about the 4Ps anymoreWatch online now (CTAM Members only) To stay competitive in the cable business today, Product, Price, Place, and Promotion are no longer enough. Telcos and other competitors to cable are now offering the same services as cable. How can cable operators differentiate their bundling strategies to stay in the game? This session will feature case studies of cable operators and content providers to examine their competitive bundling strategies. You’ll also hear best practices presentations from leading operators in the U.S. and Europe — and learn how you can develop a successful bundling strategy that covers all the bases. Moderator: Speakers: |
| 11:30 - 12:30 (Concurrent sessions) |
Sitges | Online Acquisition Clicking with your customers Online sales are becoming more important by the minute. Online activity is one of the easiest and most cost-effective ways to sign up customers and augment sales. New approaches to online sales are sprouting every day—along with innovative portal strategies for online gamers. Learn from case studies and a panel of industry leaders about how you can develop new online strategies. Moderator: Speakers: |
| 11:30 - 12:30 (Concurrent sessions) |
Roses | Customer Care Track—Part 2 Trust: It comes from within This is the companion session to the Day 1 Customer Care Track on Trust. Part 2 focuses on the Customer Care environment from the internal perspective. How do you focus your Customer Service department on building consumer trust from within? The CEOs of five of the leading cable operators in Europe will discuss strategies for developing trust—and the role Customer Service plays for a cable operator in establishing trust in the marketplace. For the total perspective, be sure to attend the companion session on Thursday which focuses on the external importance of Trust. Moderator: Panelists: |
| 12:30 - 13:30 | Hall Catalunya | Networking Lunch Relax with your colleagues and meet the featured presenters. This is a great networking opportunity to share perspectives, talk about the EuroSummit, and renew old acquaintances. |
| 13:30 - 14:00 | Roses | Ask the Experts Get direct feedback from the experts in a very cool, interactive format where you can come and go as you please. Presenters will use case studies, invite Q&A, and respond to questions on key topics include: Content, Branding, Marketing, Sales, Customer Care...you name it! |
| 14:00 - 15:00 (Concurrent sessions) |
Lleida & Tarragona | The Re-brand Revolution — Rising above the clutterWatch online now (CTAM Members only)
Learn from real-life stories behind some of our industry’s most successful re-branding strategies. A good re-brand can create new awareness and differentiate you from the clutter. We’ll describe a variety of re-branding efforts by large MSOs in both competitive and emerging markets and review the key elements of each success story. This session will feature a mixed panel of cable operators and content providers who stay on top through their successful re-branding efforts.
Moderator: Speakers: |
| 14:00 - 15:00 (Concurrent sessions) |
Sitges | Customer Lifecycle Management Workshop Roll up your sleeves — Practical lessons to optimize lifecycle management This interactive CLM workshop is a major value for EuroSummit attendees. It's a hands-on opportunity to get valuable tools you can start using back in the office on Monday. We'll share valuable pragmatic techniques to map your customer lifecycle—and how to measure customer loyalty and satisfaction with Net Promoter Score. Moderator: Speaker: |
| 14:00 - 15:00 (Concurrent sessions) |
Roses | Marketing Toolkit Public Relations in Focus Marketing funds can sometimes be tight. Public Relations is one cost-effective marketing tool that can achieve positive results. This session explores ways to introduce more creative PR tactics into your marketing mix. Leading industry marketers will examine case studies and share best practices on how to use proactive PR to capitalize in your market. Moderator: Panelists: |
| 15:00- 15:30 | Lleida & Tarragona | Sessions Close - Closing RemarksWatch online now (CTAM Members only) During this session, the organization's chairperson will review the conference outcomes and plans for the future. They will also communicate any decisions or voting results from the general assembly during Day One of the conference. Presenter: |
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