LAS VEGAS (AdAge.com) -- Below are 10 video excerpts from the proceedings of the National Association of Television Programming Executives' annual conference here. More than 8,000 have gathered in the Mandalay Bay Resort & Casino for the five-day event heavily focused on the ongoing digital revolution that is upending the industry's daily realities.
YouTube's VP-content, Kevin Donohue, told the "Online Video: Real and Spectacular" panel that the Google-owned company does not plan to put "obtrusive" video ads in the millions of streams of videos it serves each day. "Chad [Hurley] and Steve [Chen] are still running YouTube," he noted, "and the user experience is going to be No. 1."
ITV'S PAUL JACKSON: AMERICA'S SATURDAY NIGHT WASTELAND
As part of the "Perspectives From the U.K." panel, Paul Jackson, director of entertainment and comedy at ITV Networks, lamented that "its such a terrible shame that Saturday night is a desert in American televison." He noted that in the U.K., Saturday night is the prime time for airing the industry's biggest shows, such as "XFactor," "Idol" and "Dancing With the Stars."
'WIRED'S CHRIS ANDERSON: WHAT CONSUMERS WANT
Pointing out that web phenomenon LonelyGirl15 drew audiences larger than those of many prime-time hit TV shows, Wired magazine editor Chris Anderson, who is also the author of the book "The Long Tail," warned TV program moguls that "you can't make assumptions about what (consumers) want any more. We're all different. And now the media marketplaces are reflecting that."
OGILVY'S CARLA HENDRA: WARY OF CONSUMER-GENERATED CONTENT
In the NATPE panel on consumer-generated content, Carla Hendra, Co-CEO, Ogilvy North America, pointed out that "We don't see many large marketers able to handle user-generated content. The risks are significant." Many marketing executives, she said, "don't know what to do" because "you can get fired for doing the wrong thing with user-generated content."
USA NETWORK'S BONNIE HAMMER: GOING BACKWARDS
USA Network President Bonnie Hammer, a member of "The Long Tail" panel discussion, acknowledged that traditonal TV business "may have to go backwards before we go forwards" in finding new business models for advertising that works in the new era of consumer-controlled media.
FREMANTLEMEDIA'S GARY CARTER: NOT DEATH OF TV
Gary Carter, chief creative officer of FremantleMedia'S FMX divison, gave a NATPE performance in which he was part digital guru and part cultural lecturer. He brushed aside concerns about the oft-predicted death of big TV networks at the hands of more nimble digital media: "We're not living through the death of television for the simple reason that this is not about television," he said.
CBS'S CRYIAC ROEDING: TV SOCIAL COMMUNITIES
CBS Vice President for Wirless Cyriac Roeding spun out a vision of a day in the near future when consumers create and install their own programming "content communities" organized around TV sets that are internet-linked computers. Suggestions about which shows to watch are provided by "recommendation engines" that the entire community contributes to.
CINGULAR'S ROB HYATT: CELLPHONE AS CONTENT CREATOR
Appearing as one of the speakers on the "With the User in Mind" panel, Cingular Wireless' executive director of mobile content, Rob Hyatt, noted that while the industry's emphasis is currently on pumping content and ads down to users, cellphones are a powerful content-creation device whose potential has thus far been little explored.
ENDEMOL'S PETER COWLEY: USER-CREATED CONTENT
Peter Cowley, managing director of digital media, Endemol, one of the U.K.'s largest entertainment production companies, told the NATPE audience that finding new ways to package consumer-generated content for TV and internet programs "should be part of everything we do these days." He stressed that the talent-show-like quality of user-generated materials can provide rich fodder for creative producers to work with.
CBS' DAVID POLTRACK: LOCAL NEWS KEY TO CELLPHONE VIDEO
CBS chief research officer David Poltrack's advice to wireless content creators attending the wireless event could be summed up in three words: local, local, local. "Local news and information is the unique thing about the cellphone," he said. "Immediacy and local information is what will propel the mobile video market."