2011 UCLA Anderson PULSE Entertainment & Sports Conference
Friday April 8, 2011
UCLA Anderson Korn Hall
PULSE Conference Overview
PULSE is an annual media, entertainment, and sports conference hosted by the UCLA Anderson School
of Management and the school’s Center for Management of Enterprise in Media, Entertainment, and
Sports.
PULSE brings together prestigious industry leaders, business professionals, and students of both UCLA
Anderson and UCLA to discuss and debate current business topics, industry trends, and future
applications of innovation. 2011 is the proposed inauguration of PULSE, which will be held each year in
the spring.
CONFIRMED SPEAKERS and MODERATORS
Anne Sweeney, President, Disney/ABC Television Group
Ben Grossman, Editor-in-Chief, Broadcasting & Cable
Brendan Handler, Vice President, Commercial Planning & Innovation, Sony Pictures Home Entertainment
Chris Jacquemin, Head of Digital Media, William Morris Endeavor
Dana McGraw, Director of Product Strategy, Yahoo! Sports
Dennis Mannion, fmr. President & COO, LA Dodgers
Fred Rosen, CEO, Outbox Technology
Harry Sloan, Chairman and CEO, Golden Eagle Acquisition Corp.
John Zakin, CEO of Big Live
Kathryn Schloessman, President, Los Angeles Sports and Entertainment Commission (LASEC)
Keith Richman, CEO, Break.com
Kelly Perdew, Founder, Rotohog / Fastpoint Games
Mark Zoradi, fmr. President of Walt Disney Studio
Michael Hallmark, Partner, Future Cities
Michael Son, Sports Acquisition Content, Youtube/Google
Mike Hopkins, President of Affiliate Sales and Marketing, Fox Networks
Paul Pastor, Vice President, Media Networks Strategy, Disney
Riley Ray Robbins, VP of Development, Krasnow Productions
Sean Dee, CMO, AEG Worldwide
Stacy Nagata, VP – NBC Universal Digital Entertainment & New Media, NBC Universal
Steve Bellamy, Co-Founder & President of the Tennis Channel & The Ski Channel
Susan Wojcicki, SVP, Product Management, Google
PULSE Conference Structure and Agenda
The PULSE Conference will be a one day event that includes four panels during the day split evenly
between sports and entertainment topics. The signature event of the PULSE conference will be the ‘State of the Industry’ panel that includes both sports and entertainment executives who will discuss the most
pressing trends and issues impacting their businesses. The conference will conclude with a closing
keynote speaker that is someone who is both distinguished and accomplished within the industry.
8:00-9:00 AM
Registration and Breakfast
9:00-9:45 AM
Opening Welcome from Dean Olian, UCLA Anderson and Anne Sweeney, President,
Disney/ABC TV Group
10:00-11:00 AM
Morning Entertainment Panel; Turning Digital Dimes into Dollars:
Getting to the $100 CPM
11:15-12:15 PM
Morning Sports Panel; Evolution of Live Content Distribution:
How Will the World Watch Sports?
12:30-1:15 PM
Lunch and Networking
1:30-2:30 PM
Afternoon Entertainment Panel; Digital Warfare:
The Battle for the Living Room Rages On
2:45-3:45 PM
Afternoon Sports Panel; 50,000 Captured:
Monetization & In-Stadium Passive RevenueStreams
4:00-5:15 PM
PULSE State of the Industry Panel
5:30-6:15 PM
Closing Keynote Address
6:30 – 8:00 PM
Evening Reception and Networking
Conference Panels
Turning Digital Dimes into Dollars: Getting to the $100 CPM
Description: Search giant Google has pioneered the way for targeted digital advertising and online
content monetization but has this segment of the media business evolved as much as it seems? Panelists will discuss current challenges and advantages of the digital content monetization and debate if and how industry CPMs will reach and surpass the ellusive $100 mark.
Evolution of Live Content Distribution: How Will the World Watch Sports?
Description: Athletics is one of the oldest forms of live entertainment. 21st century sports fans are more empowered now than ever before in the way they view live sporting events. With fan’s ability to choose from a wide variety of mediums to digest live content, professional sports face many unique challenges and opportunities as a result of this changing landscape. This panel will discuss these issues including; ownership of content, how it will be viewed, effect of streaming on live content, how best to producecontent for mobile & new media, and the best methods to monetize live sporting events in the future.
50,000 Captured: Monetization & In-Stadium Passive Revenue Streams
Description: Nothing captures and holds the attention of the masses like a sporting event, from the
Coliseum in Rome to today’s modern mega-stadiums, the venues that house these events are been to
shaping enhancing that fan experience. However, today’s audiences are vastly different than the Roman mob, more sophisticated and armed with mobile devices, keeping the attention of the stadium audience has become more and more challenging. Yet, these changes in fandom have created new opportunities to monetize and grab their attention. This panel will discuss the changing landscape of the in stadium experience and how organizations and businesses are responding to this changing environment.
Digital Warfare: The Battle for the Living Room Rages On
Description: DVR penetration, audience fragmentation, and content overload have disjointed the lean
back experience. New technology companies have entered the fold with hopes of extending their online footprint into the living room. The panel will discuss current and future TV business models and debate what device or company is better positioned to win the battle and why.
