TVB Forward 2016 Conference to Explore Emerging Advertising Trends, Innovations Powering Television’s Evolution and Local Broadcast TV’s Consumer Influence

Media Industry Leaders Share Insights at Forward 2016 – Broadcast
Television’s Annual Outlook Conference in New York City on September 29

NEW YORK–(BUSINESS WIRE)–Media industry executives and thought leaders from across the United
States will gather on September 29, 2016 in New York City for Forward
2016 – Local Broadcast Television’s Annual Outlook Conference

presented by the TVB (
Over 550 media, advertising, technology and broadcast experts will
attend the event, which is being held at Pier Sixty at Chelsea Piers,
the largest waterfront venue in Manhattan. The conference presents a
forum for industry leaders to discuss the economic, political,
technological and viewer/consumer opportunities and challenges that are
shaping the future of advertising and local broadcast television.

Forward 2016 attendees will share in powerful discussions
delivered by today’s leading media research analysts and revenue
forecasters, political insiders and influencers, digital and automated
TV innovators and prominent CMOs and ad agency executives. This year’s
event focuses on Americans’ evolving media consumption habits and how a
combination of technology, innovation, measurement and new research have
elevated local broadcast television’s dominant position as a proven
marketing platform that has the broadest reach and greatest influence on
consumers’ purchasing behavior.

“To engage with their target audiences and influence decisions brand
managers, advertisers and political campaigns continue to choose local
broadcast television to deliver their messages because it’s a trusted,
proven media platform that generates accountable, measurable results,”
stated Steve Lanzano, President and CEO of TVB. “Forward 2016
brings together media industry executives and thought leaders to discuss
emerging trends in television today and innovations and technologies
that are powering the medium’s evolution and effectiveness in the future.

“Technology advancements and the proliferation of video content offer
consumers more programming options than ever before with delivery across
multiple screens and devices. In this environment, television
impressively remains the predominant choice for Americans with adults
18+ spending nearly five hours a day with traditional TV, or 16% more
time than is spent with all other ad-supported media combined, according
to a recent GfK research study.”

Lanzano added, “To meet the changing needs and demands of consumers,
local television broadcasters are continuously innovating new strategies
for fully monetizing their valuable content offerings while enhancing
the effectiveness and benefits of their marketing solutions’ platforms
for local and national advertisers. In a recent white paper, Mixpo, a
leading digital advertising company, noted that many local broadcasters
are positioning themselves as their clients’ de-facto ad agencies as
they harness the power of their multi-screen capabilities and
cross-platform advertising technologies to further enhance message
delivery reach, targeting, engagement and ultimately effectiveness. Forward
will facilitate engaging discourse and sharing of comprehensive
insights related to the intersection of television and digital media
while also examining the influence television has on economic,
political, technological and consumer behavior and outcomes.”

TVB Forward 2016 Agenda Highlights (for full agenda and speaker bios

  • Wall Street Keynote: Featuring Marci Ryvicker,
    Managing Director & Senior Equity Analyst, Wells Fargo Securities

    Ryvicker, who covers the media sector with specific focus on
    diversified entertainment, broadcast, outdoor and cable/satellite,
    will present an overview of the economy, media industry landscape,
    business trends and forecasts.
  • Forecast Panel
    Session Moderator: Tom Buono,
    Founder, BIA Financial Network and CEO, BIA/Kelsey

    Harry Jessell, Editor and Co-Publisher, NewsCheckMedia; Jack Myers,
    Chairman, Media Ecologist, MyersBizNet; Brian Wieser, Senior Analyst —
    Advertising/Media/Internet, Pivotal Research

    Led by Tom
    Buono, panelists will share their predictions for growth in local
    broadcast television, sharing their insights on key category
    indicators that will impact spending in 2017 and beyond.
  • Political Roundtable
    Session Moderator: George
    Stephanopoulos, Chief Anchor, ABC News

    Alixandria Lapp, Executive Director, House Majority PAC; Mike Shields,
    President, American Action Network and the Congressional Leadership

    Coming just three days after the first Presidential
    debate, this year’s political roundtable will examine the major
    drivers of political advertising spend on the national and local level
    and explore the impact of the presidential race on the congressional
    elections. Moderated by George Stephanopoulos, the panel will cover a
    broad range of topics including, the allocation of resources for down
    ballot races, the rise of super PACs, how to best reach undecided
    voters, and the evolution of the 2016 “Battleground States” in the
    presidential and congressional races.
  • Political Spending: Featuring Steve Passwaiter, VP
    and General Manager, Kantar Media/CMAG

    Steve Passwaiter will
    present an overview of category spending and CMAG’s expectations in
    this unique election year, breaking down where political advertising
    money is being spent and in what races. He will explore the role local
    broadcast television has played in the 2016 primary and general
    election cycles and the implications of current spending trends on
    future elections.
  • Automotive Keynote: Steven Szakaly, Chief Economist,

    Steven Szakaly will speak on the state of the automotive
    industry and provide his market forecast. He will discuss dealers,
    their marketing strategies and trends in the local marketplace as well
    as the big issues the industry is facing in the upcoming year.
  • Digital Innovators
    Session Moderator: Tom
    O’Brien, EVP, Digital Media & Chief Revenue Officer, Nexstar
    Broadcasting Group

    Panelists: Hanan Avidan, Founder & CEO,
    Babator; Keith Bonnici, General Manager, Kixer, a division of Lakana;
    Adam Noble, Sr. Director of Product Marketing & Sales Strategy, Mixpo;
    Wayne M. Ruting, Founder, Chairman and CEO, Decentrix

    In this
    session, Tom O’Brien will lead a panel of digital innovators who will
    discuss how media companies can effectively build their digital
    platforms and create campaign strategies to drive revenue growth while
    achieving operating efficiencies.
  • BIA/Kelsey’s Women Leading in Local – Luncheon Program
    Moderator: Paula Faris, Co-Host of The View, ABC News

    Marianne Gambelli, Chief Investment Officer, Horizon Media; Susan
    National Media Manager, Ford Motor Company; Debra
    O’Connell, President, ABC National Television Sales, ABC Owned Stations

    Farris will lead a panel of key industry executives in a discussion on
    the future of local television and how to build successful, local
    media strategies. Panelists will also provide insights on what it
    means to be a “Woman Leading in Local” and offer advice for young
    women entering the broadcast industry.
  • Measurement
    Session Moderator: David
    Poltrack, Chief Research Officer, CBS Corporation

    Lynda Clarizio, President, U.S. Media, Nielsen; Bill Livek, Executive
    Vice Chairman and President, comScore; Lyle Schwartz, Managing
    Partner, Director Implementation Research & Marketplace Analysis,

    In today’s increasingly fragmented media
    environment, measuring accurate consumer viewing is a growing
    challenge. David Poltrack will moderate a panel of research experts,
    posing hard-hitting questions on what measurement improvements are
    needed in local broadcast television and what new technologies and
    tracking methods we can expect in 2017. Mr. Poltrack will announce the
    release of “Media Comparisons 2016.” Conducted by GfK, a trusted
    leader in market research, in collaboration with TVB, the study
    compares ad-supported media platforms in terms of reach, influence,
    engagement, trust and time spent among important demographic groups.
  • ANA Presents
    One-on-One Interview with Rob
    Lynch, Brand President & Chief Marketing Officer, Arby’s Restaurant
    Group, conducted by Bob Liodice, President
    & CEO, ANA
    Liodice will sit down with Rob Lynch of Arby’s to discuss the state of
    the quick-serve-restaurant industry, Arby’s current marketing focus
    and the role of local broadcast television in the company’s
    advertising strategy.
  • Automated TV
    Session Moderator: Anne Schelle,
    Managing Director, Pearl TV

    Presentations: Joy Baer,
    President, STRATA; Seth Haberman, CEO & Founder, Visible World;
    Stephanie Hanson, CRO, AdMore; Scott Hoffman, President, Yashi

    will the adoption of automated TV impact the evolving sell/buy model
    for local television? Anne Schelle will moderate a panel of key
    players in the automated TV space to discuss the latest technology
    developments and industry implications. Executives from four leading
    automated television companies will present examples from their
    various business solutions operating in the broadcast television
  • Media Agency Leadership
    Session Moderator: Steve
    Lanzano, President & CEO, TVB

    Panelists: Vaughn
    Ericson, SVP, Director of Media Acquisition, Bernstein Rein
    Advertising; Frank Friedman, EVP Local Activation, Zenith Media;
    Jennifer Hungerbuhler, EVP, Managing Director, Local Investment,
    Amplifi USA/Dentsu Aegis Network

    Steve Lanzano will lead a
    panel discussion on various topics impacting the advertising industry;
    including automated buying, currency and transparency issues. Agency
    executives will share insights on what their clients are saying about
    ad growth and what media mixes will be utilized to achieve their
    business objectives.

Annual industry awards will be announced at the event. The TVB will
present the EMMA: Excellence in Local Media Marketing Solutions
award to one local broadcast television station and one ad agency; the
Ad Council will present the Crystal Bell Award for leadership and
exceptional support in promoting Ad Council public service messages; and
the B&C Broadcaster of the Year Award will be presented by B&C/Multichannel
to Valarie Stabb, President, NBCUniversal Owned Television

About TVB

TVB is the not-for-profit trade association of America’s local broadcast
television industry. Its members include television broadcast groups,
advertising sales reps, syndicators, international broadcasters,
associate members and over 800 individual television stations. TVB
actively promotes local media marketing solutions to the advertising
community, and in so doing works to develop advertising dollars for the
medium’s multiple platforms, including on-air, online and mobile. TVB
provides a diverse variety of tools and resources, including,
to support its members and to help advertisers make the best use of
local ad dollars.


Abby Auerbach
Chief Communications
Jaffoni, Jennifer Neuman