As IPTV has become a global reality, service providers are looking for models to maximize profitability to support the technology and expanded content offerings. While television has long been a medium supported largely by advertising dollars, on-demand has, until recently, operated largely in an advertising vacuum. But those days are becoming a thing of the past with new advanced advertising capabilities that can be easily extended to IPTV.

This panel will describe key challenges, trends, and takeaways from the advertising pilots being conducted by service providers using various techniques for advanced advertising such as telescoping and on-demand digital insertion. It will share from the knowledge of experts, including service providers and vendors that are developing and trialing these services, feeding the IPTV content machine.

Guy Cherry Principal Architect, Video Systems, On Demand Strategy C-COR

Dr. Cherry's early work focused on a number of object-oriented programming languages such as Smalltalk and various flavors of lisp. This led to work on C++, specifically in the area of embedded systems. In 1990 he began working with digital video in the computer research labs at Tektronix Incorporated and developed some of the first video networking and storage systems using ATM and motion-JPEG. Dr. Cherry served on the ISO MPEG Committee from 1993 to 1996 and currently contributes to the SCTE DVS committees. He joined C-COR in 2000.

Andreas Jorgella Managing Director Neo@Ogilvy and Planetactive Zürich

Mr. Jorgella joined Planetactive in 1999, during the early founding years. As director of media, he was responsible for all on-line media operations in Germany. Mr. Jorgella left Germany by the end of 2000 to build up the first office of Planetactive in Zürich. There he was managing director, responsible for Neo@Ogilvy and Planetactive in Zürich for all operations of Swiss clients. Mr. Jorgella has digital project experience on operating clients such as Swisscom/Bluewin, Migros, Kraft Foods, IBM, and SAP. After more than six years, Planetactive Zürich/Neo@Ogilvy is one of the major key players for digital full service in Switzerland.

Nash Parker Director, Strategic Alliances, North America Alcatel-Lucent

Mr. Parker leads the company's North American Strategic Solutions group in supporting the group's IPTV and mobile TV initiatives. In this position, he is engaged in strategic partner development activities, analyst relations, and also serves as Alcatel-Lucent's primary liaison with the content and advertising community, including film, television, and gaming. Prior to assuming his current role, Mr. Parker held positions as the manager of business development for Sony Computer Entertainment America (PlayStation) and worked with General Motors Corporation in advertising and sales/marketing functions.

Terri Richardson Group Marketing Manager Microsoft

Ms. Richardson joined Microsoft TV in February 2006. In her current role, she drives advertising product strategy for the Microsoft Mediaroom IPTV and multimedia platform and works with advertisers, agencies, content owners, and service providers to advance television advertising. Prior to joining Microsoft, Ms. Richardson spent 22 years working in the field of interactive and on-demand services. Most recently she served as vice president of product and market management at C-COR, where she was responsible for the development of the C-COR solutions.

Olivier Wellmann Director, Product Development OpenTV

Mr. Wellmann held numerous business development and product marketing positions at OpenTV prior to his current role. Previously, he participated in technology start-ups developing profiling and personalization solution for the digital television industry. Mr. Wellmann started his career in advertising with Wunderman, Young & Rubicam as a CRM and interactive advertising consultant for Ford, P&G, and numerous other advertisers. He obtained a bachelor's in economic from HEC Switzerland in 1995, a Master of Science from Northwestern University and is enrolled in the executive M.B.A. at the London Business School.