Programme

Weekend LECTURES

Friday 10:00am - 10:45am
Anđela Buljan Šiber (Managing Director, DigiPark, Croatia) i Matthias Grundboeck (Direktor marketinga za privatne korisnike, VIPnet, Hrvatska)
Mobile Advertising – Future? No, Reality!

Each time we leave the house, we usually take several of the most important things with us – keys, wallet and the mobile phone, the latter allowing us to always be available and connected to the world.
Over two billion mobile-phone users around the world are the main reason why mobile advertising is currently one of the major trends in advertising. Direct communication and interaction with the user as well as huge possibilities of directed advertising are just some of the reasons why almost 90 percent of the brands in the world plan to use the advantages of mobile advertising. Studies show that users in Croatia are ready for ads on their mobile phones’ displays as well. You will be able to hear about all this and much more at the presentation. So don’t miss an exciting discussion and learn about the latest information straight from the horse’s mouth!
Friday 11:00am - 11:45am
Blake Chandlee (Commercial Director, Facebook, Great Britain)
Social Networking and Advertising

Moderator: Ana Penović (Editor in Chief PlanB magazine, Croatia)

The way consumers are using the internet is changing. Increasingly consumers are turning towards social environments to manage their personal relationships, sharing and communicating differently than even 2 years ago. This fundamental behavioral change requires advertisers and agencies to think differently about how they reach and engage users online. At the center of this change are social networks, large and small, global and local, general and niche.
In this session we will explore the role of social networks in consumers lives and specifically do a deep dive into the role that Facebook plays in this new world. What role do applications, branded pages and advertising play in this new environment. Are brands having success reaching these consumers or is advertising perceived as a negative?
Friday 12:00noon - 12:45pm
Ira Kurgan (Chief of Network Business Operations at Fox Broadcasting Co., USA)
TV Dead? Never Stronger!

Moderator: Eduard Bočkaj (Director of Sales Nova TV, Croatia)

Even though time spent on the Web is growing, so is the time spent in front of the TV set. To quote Mark Cuban, “while more people are snacking on internet video, the real meal continues to be TV.” Particularly as longer form content is becoming available online, users are watching the programs they have missed on broadcast or cable TV, suggesting that conventional TV and online video may be complimentary rather than competitive in a zero sum sense. Particularly in light of the fact that the experience of watching video on TV remains superior to a laptop, desktop or mobile device and is getting increasingly better (e.g. big screen HDTV). The more interesting issue for TV, rather than audience migration to the internet, may be the reverse phenomenon, internet coming to TV.
Friday 12:00pm - 12:45pm [stage Summer House]
Robert Slavečki (Member of the Management Board of Publishing House VIDI, Croatia)
How to Design the Best Web Page?

Vidi Web Top 100 is the most important Croatian web contest with more than 3000 applications every year. In its ten-year history more than one hundred members of jury from Croatia and other countries evaluated the applications. In 2007 contest evaluation committee consisted of 37 experts, editors and journalists from 19 magazines, organizations and associations. How were Croatian best internet sites selected in this contest during last ten years?
Exclusively at Weekend Media Festival – open discussions, debates, comments, and suggestions by panel discussions on evaluation criterions employed by Vidi Web Top 100 contest. Vidi Publishing Company will accept the highest quality comments by panel discussions participants and include them in evaluation criterions for 2008 contest.
Vidi will also select one member of the public at panel discussions with most argument comments and welcome this lady / gentleman into the evaluation committee for Vidi Web Top 100 – 2008!
Friday 2:00pm - 2:45pm [stage Summer House]
Linda Jensen (Chief Executive Officer, HBO Central Europe, Hungary)
Cable TV: Big Things on the Small Screen!

Focusing on cable and digital cable, this presentation will describe the particular innovations which make HBO a great consumer invention, without focusing too much on DTH or IPTV. In the course of talking about the bright future of cable, Linda will talk about the things that HBO has done recently to get ready for the digital days, like the world of simple cable (5-10) channels and then the changes that have brought us to 150 channels+ on digital cable.
The HBO offer and how it has adapted to the really multi-channel world (adding multiplexes and additional brands, adding on-demand, adding HD, adding a broadband internet service). Finally, the presentatin will talk about where all this is going, and the social consequences of it all!
Friday 4:00pm - 4:45pm
Dr. Klaus Schweighofer (Member of the Board Styria Medien AG, Austria)
Regional Experience - Similarities and Differences

Styria Medien AG started its activities in the region in late 2000. The acquisition of the Croatian daily ‘Večernji list’ was the starting-point of the efforts to expand across the Austrian borders. By now Styria has become one of the leading media groups in the region.
Its strategy focuses on the MMM-approach. The media group defines itself no longer as a purely print-driven content company, but as a multimedia provider for all different media platforms and all channels. As such the digital business has become one of Styria’s strongest pillars.
Friday 5:00pm - 5:45pm
Alain Heureux (President of Interactive Advertising Bureau, Europe)
Internet Advertising - Why, How and Where?

This presentation will cover some successful ingredients in getting your online market organised - because advertisers today are looking for scale and simplicity. Learn how IAB Europe and its National IAB’s are helping the digital and interactive marketing industry to standardize its measurements, studies and tools.
Saturday 10:00am - 10:45am
Ante Magzan (Executive Director of the Sub-Unit for Corporate Strategy and Business Development, T-HT, Croatia)
Content in Wonderland

We’ll discuss the evolution (that sometimes turns into a form of revolution) which has ‘infected’ all the media, that is its content like film, TV, music, written materials, and which some players have managed to adapt to, while others cannot and are somewhat lost because they do not dictate the rhythm (something they are not used to) but the universal technological changes, gadgets, the way media is consumed, etc. Will look back at how it once was, how it is today, and how it will be, and along with presenting the mildly futuristic theory, we will illustrate these points with some concrete examples and situations, both domestic and foreign alike.
Saturday 10:00am - 10:45am [stage Summer House]
Tomo Johannes in der Mühlen (President IDM Music, Croatia)
We’ll Sue You All! Copyright Laws and the Media

The presentation will focus on general aspects of the commercial usage of music: the role of the author in music, the various rights involved in the commercial exploitation of music and the changes and new directions in the music industry with the advent of the digital era.
The presentation hopes to provide useful and practical information to all those who use music for a commercial end and hopefully help them steer clear of any copyright related legal problems, and provide help how to deal with music usage in the media.
Saturday 11:00am - 11:45am
Pavel Mucha (Chief Executive Officer of Centrum Holdings, Czech Republic)
Internet Acquisitions: Business of the Future?

Moderator: Ozren Kanceljak (Director Večernji list Digital, Croatia)

Grown-up startups in the region now stand at the crossroads - keep driving forward alone or get taken over. Have you thought of a whole new concept - being taken over and still driving your company forward?
Pavel will share his experience in selling and buying online assets to create a regional net media house with all Weekend participants.
Saturday 11:00am - 11:45am [stage Summer House]
Petar Pavić (Direktor za istraživanje i razvoj, Europapress Holding, Hrvatska)
Searching for the New Revenue Models in Small Digital Markets

Some of the topics that will be discussed range from innovative digital concepts and marketing models to innovative approach to marketing budgets and clients in segmented media world. One of the questions raised will be the evolution of (digital) business idea, and garage vs. corporate approach, as well as „How to profit from constant change?“.
Saturday 2:00pm - 2:45pm
Joseph Jaffe (Presidnet and Founder of Jaffe LLC, author of the book ‘Life After The 30-Second Spot’, USA)
Life After the 30’ Spot?

Moderators: Damir Ciglar (CEO Imago Advertising Agency, Croatia) i Iva Babajo (Creative Director, UNEX Croatia)

This is Jaffe’s signature keynote presentation centered around his first book. In it, he discusses the demise of the 30-second spot as the primary communications vehicle and in its place, the rise of bold alternatives to traditional advertising (the “93 colors”) such as interactive, experiential marketing, long form content, communal marketing, gaming, and on-demand viewing.
You’ll be introduced to new models such as E.P.I.C., R.E.A.C.H., C.O.S.T. and R.U.E., amidst a cacophony of real-world illustrations and pragmatic and prescriptive advice on how to win in a world where the only constant is change.
Saturday 3:00pm - 3:45pm [stage Summer House]
Ivan Stanković (President, Communis, Serbia)
E-dvertising

Edvertising is about an explosion of information as well as huge changes that have emerged on the global level, speeding up mankind’s development to astonishing proportions. Things we used to learn about and jobs we used to perform no longer exist. The new mantra is “Change or Die”. Consequently, one needs to change the way of communicating with consumers as well as to draw their attention in an environment of unseen competition. Classic advertising is dead, long live edvertising! In this case, the prefix e- stands for a connection to the electronic way of doing business but primarily to one’s emotions.
Subota 4:00pm - 4:45pm [stage Summer House]
Ozana Jurković (Head of Generic Marketing at the international media group Styria International, Croatia)
Petar Pavić (Director of research and development, Europapres Holding, Croatia)
Where Was it Written that WW2 Ended, and Where Will it be Announced That the WW3 Started?

In the context of growing circulation and readership base of the dailies in Croatia, it is particularly interesting to analyze the relevance of the traditional print media as perceived by the readers (buyers). The positioning of print brands as powerful multimedia platforms is the basis for the development of innovating ways to present content and information through new media channels such as the Internet and mobile technologies.
From classic breaking news to service and informative content, newspaper brands are expanding their operational range, better and more successfully than ever before. The presentation uses both domestic and foreign examples to illustrate the possibilities and ways of consuming the media in a multi-channel and dispersed media scene of today.
Saturday 5:00pm - 5:45pm
Darren Chuckry (COO, The Bennett Group/MEN7, USA)
Cross Media - All Video All the Time!

Cross-media is a media property, service, story or experience distributed across media platforms using a variety of media forms. There is a lot of mystique surrounding cross-media. As if some kind of black art that only those ‘in the know’ can produce, something very complex that only those with a techhy frame of mind can understand and a new audience who are too hard to reach. We are on constantly shifting sands as new converged devices, distribution channels and changing audience numbers mean producers have to constantly be on their toes – part storyteller, part trend analyst, part risk taker. In this session we will discuss the challenges and opportunities facing content producers in developing and distributing content across multiple platforms (TV, Web, Mobile, IPTV) allowing them to reach viewers anytime, anywhere.