Title: senior VP-integrated sales and market research.
Opinion: Today's young adults are too savvy about media and sports to fool. You can't hold their interest with anything less than total authenticity.
Insight: Viewers are realizing that extreme sports often show athleticism far beyond what you see in major league sports. Women are also an emerging force in extreme sports.
Tip: Create events giving advertisers an instant integrated marketing presence, through ad sales, on-site sponsorship and online presence.
Forecast: Snowboarding will overtake skiing in total participation numbers within a few years.
Watch for: Latin America and Europe to enter the extreme sports sphere; roller-