2012 Sessions

TUESDAY NOVEMBER 6TH

8:30 AM
HYATT REGENCY LOBBY
Doors Open, Morning Coffee & Registration

9:30 AM
KING BALLROOM
Welcome to X-Summit & Opening Remarks

9:45 AM
KING BALLROOM
KEYNOTE: Dynamic Storyworlds

Storytelling has never been just a one way proposition but now thanks to very well defined story worlds, the social evolution and enabling technologies a new dynamic is emerging giving rise to more responsibilities for both the storyteller and the audience. Brian Seth Hurst takes a look at the evolution of storytelling.
Speaker: Brian Seth Hurst, CEO, The Opportunity Management Company, Inc.

10:30 AM
HYATT REGENCY LOBBY
Networking Break

11:00 AM
KING BALLROOM
Attracting Audiences: IDM as Marketing Vehicle or Story Extension (Panel)

Interactive digital media usually generally falls into two categories: a marketing vehicle or story extension. How do you decide which is most appropriate for audience engagement, monetization and furthering the brand and possibly extending the storyline? What are the primary differences between cross-platform and transmedia experiences and what are some best practices in integrated approaches to entertainment? Learn how to identify marketing and engagement opportunities, what it takes to attract audiences how to avoid common pitfalls!
Moderator: Anthea Foyer, Creative Director & Founder, Red Squid Lab
Speaker: Victoria Evans, Partner & Producer, Stitch Media
Speaker: Maureen McHugh, Writer, Fourth Wall Studios
Speaker: Steven Hein, Vice President at Fox Digital Entertainment
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12:00 PM
HYATT REGENCY LOBBY and KING BALLROOM
Networking Lunch

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1:15 PM
KING BALLROOM
Serving the Story: Technology vs Relevance (Presentation)

In this industry, we often allow ourselves to be seduced by technology, and in our adoration of all things shiny, it’s easy to shape a story to the platforms we want to use. (I’m looking at you, QR Code.) This session will look at some of the under-served vessels made for narrative content, their past & future utility and the merits of cultivating a self-discipline that lets us place the needs of the story, over the needs of the technology.
Speaker: Ryan Fitzgerald, Community Manager/Content Creator, Celtx
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1:45 PM
KING BALLROOM
The Art and Business of Transmedia: Technology, Storytelling and Design (Presentation)

Stories and experiences that reach across platforms are not new phenomena. It is only the evolution of technology and new media that has returned us to the roots of traditional storytelling. When stories are produced for multiple senses, we discover how we can heighten emotion. Mirada Studio’s Head of Special Projects and Transmedia, Andy Merkin, will present on the incremental steps and management of cross-platform world-building and provide a sneak peak into Cornelia Funke’s latest work, The Mirrorworld.
Speaker: Andy Merkin, Producer for Special Projects and Transmedia, Mirada
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2:15 PM
KING BALLROOM
Bringing Digital Stories to Life: Transmedia Meets Theatre in ZED.TO (Presentation)

The Mission Business presents a case study on ZED.TO, an 8-month transmedia project that explored new models for immersive live entertainment. Drawing on a cross-disciplinary team, ZED.TO merged theatrical practice with digital media and a sprinkling of game design, in order to create a rich, persistent story world linked together by theatrical events as premium content. In doing so, we aimed to devise new a business model theatre that is more appropriate to the current media landscape, and new transmedia techniques for the effective use of live content. This session delves into what worked and what didn’t in this endeavour to monetize transmedia content using immersive events as premium content.
Moderator: David Fono, Director, The Mission Business
Speaker: Trevor Haldenby, Director, The Mission Business
Speaker: Byron Laviolette, Director, The Mission Business
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2:45 PM
KING BALLROOM
Buzzwords Bingo

A fun and educational BINGO game X-Summit attendees can play for kicks, bragging rights and PRIZES! The game aims to shed light on some of the biggest buzzwords in the industry, from classics to the latest. Anyone and everyone at X-Summit should attend! Whether you think you know your buzzwords or just want to learn more about the the fancy acronyms, jargon, catch-phrases and new industry terminology, this session promises to get you up to speed, or embarrass you… TBD!
Host: Johnny Kalangis
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3:15 PM
HYATT REGENCY LOBBY
Networking Break

3:45 PM
KING BALLROOM
There is no Spoon: Audience and Participatory TV (Interview)

When you break the barriers between audience and participant and change what is possible, the walls melt away and the possibilities seem endless. In this salon-style interview about the future of connected TV, Marc Scarpa details the evolution of connecting with your audience, the science of co-viewing and participatory TV and second screen strategies that are the new frontiers changing TV as we know it into a more engaging, “all media” experience.
Host: Jeremiah McMillan, Managing Director, Global Content Group
Speaker: Marc Scarpa, Founder, Simplynew
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4:15 PM
KING BALLROOM
KEYNOTE PANEL – Story-Telling: The Means, the End and Everything in Between (Panel)

Storytelling equals story plus telling – you need to be in the telling business as much as you are in the story business, so having a story to tell is only a fragment of the narrative equation. You also need a way to tell it, a way to monetize it and a reason for people to love it. These industry veterans have spent most of their creative lives on the porous border between the game business and the film business, and firmly believe that it is all becoming one big media industry. In this salon style chat, they address working simultaneously in the traditional and interactive worlds, with one foot in each side, the successes and failures which happen when one has been on the forefront of the era of media integration.
Moderator: Lenny Brown, Video Games Executive
Speaker: David Bergantino, Writer/Executive Producer
Speaker: Seamus Blackley, President, Innovative Leisure
Speaker: Flint Dille, Writer, Ground Zero Productions
Speaker: Keith Boesky, Founder, Boesky & Company
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5:00 PM
KING BALLROOM
Closing Remarks & End of Day One

5:00 PM – 7:00 PM
X-Summit Networking Reception

WEDNESDAY NOVEMBER 7TH

8:30 AM
HYATT REGENCY LOBBY
Doors Open, Morning Coffee & Registration

9:15 AM
KING I
TV on the Internet (Part 1) – The New Yardstick (Panel)

There’s never been a better time to be a TV watcher online, and never a more confusing time to place value on a show in a TV ratings sense. There’s no question that this is the year of “Over-The-Top” video, with dramatic shifts in consumption patterns, as well as older programs finding new life on digital OTT platforms like Netflix. This presents an opportunity to measure success in different ways, using new tools. Is a viewer who actively seeks out a piece of content, instead of simply watching what’s on at 8pm, more or less valuable? What are online views, subscribers, time spent and social media mentions actually worth? How do we define an online hit, and then build a scalable business on top of all this explosive growth? Part one focuses on ratings, analytics, metrics and the future of connected TV, part 2 on production, monetization and building audiences.
Moderator: Vanessa Shaver, Creative Producer / Consultant, Independent
Speaker: Bryan Segal,Vice President, Media Metrix Canada, comScore, Inc.
Speaker: Jo Holz, SVP, Client Research Initiatives, Nielsen
Speaker: Jon Taylor, Senior Director, Bell Media Digital
Speaker: Ipsa Desai, Strategic Partnerships, Google
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9:15 AM
KING II
You’re Making What Now? Pitch-Perfect Clarity (Workshop)

You need to prepare a 1-2 page pitch to a project partner, funder, broadcaster, or brand. User experience, innovation, interrelationship, compelling features… what do they mean and why do investors, funders and project partners need to know? What do they really want to hear? “I don’t get it” is the last response content creators want after spending hours, days, or weeks on pitch documentation and funding proposals. Avoid that pitfall by attending this workshop, where you’ll learn how to navigate through the catch-phrases and buzz words. Explore how to best bring clarity to concept pitches and win over potential partners. Where do you start? Story? Mechanics? Innovation? In this workshop you’ll be taken step-by-step through the structure and detail needed to help communicate your next great idea.
Instructor: Sasha Boersma, Business Analyst & Producer (interactive, convergent, games), bewareoftheleopard.ca
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9:15 AM
REGENCY D
New Business Models 2.0 Roundtable

Beyond new models of finance, what are the partnerships that need to be nurtured or dramatically changed to ensure a robust digital media economy for Canada in the next decade? This Roundtable will bring several key topics up for discussion such as: changes in government funding models, benefits and barriers to international co-production, foreign investment, private equity investment, broadcaster consolidation, and online distribution. Where do you think the future should be headed? Join industry leaders in an intimate group of X-Summit delegates at this informative round table. Please arrive early, seating is limited for this session.
Chair: Peter Miller P. Eng., LL.B., Chair, Interactive Ontario
Co-Chair: Rob Caouette, Sector Advisor, Information and Communications Technology (ICT) Sector Team, Export Development Canada. (EDC)
Co-Chair: Stephen Ellis, President, RocketFuel Media Inc.
Co-Chair: Mark Bishop, Co-CEO and Executive Producer, marblemedia
Co-Chair:Tom Barker, Chair/Graduate Program Director, Digital Futures Initiative (DFI), OCADU
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9:45 AM
REGENCY E
1×1 Meetings

Your chance to sit down with one of our event speakers or other featured participants for a 10 minute speed-dating style conversation. Sign up for available meetings by logging into io.resurva.com

10:15 AM
HYATT REGENCY LOBBY
Networking Break

10:45 AM
KING I
TV on the Internet (Part 2): Success, Lies and Videotape (Panel)

In this follow-up panel to Part 1 of TV on the Internet, this panel focuses explores further “the year of over-the-top video”. What will happen when TV finally tips and anyone can watch anything online on their big screen TV? Here we unpack the implications of companies creating original content which bypasses traditional broadcasters and what that means for the big networks, insights into monetizing online video and creation and production challenges/considerations in the OTT space. What opportunities and challenges are opening up for the smaller players? How does one find and build an audience? How many failures does it take to make a hit?
Moderator: Richard Kanee, CEO/Founder, Creative D
Speaker: Mark Gantt, Executive Producer, Rapid Creative
Speaker: Corey Vidal, President, ApprenticeA Productions
Speaker: Darren Morenstein, Co-Founder/Managing Director, NextTime Productions

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10:45 AM
KING II
How to be a Multiplatform Super-Producer (Workshop)

In this two hour workshop, Emmy award winning digital executive Kirsty Hunter (Britain from Above, History Detectives, Downton Abbey), walks through a series of golden rules for developing, producing and monetizing multiplatform projects. This will include mini case studies, best practice and hand son exercises for crating ideas for multiple platforms and how to execute an all media production. Kirsty will be available to mentor original ideas after the session.
Instructor: Kirsty Hunter – Managing Director, The Project Factory UK
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10:45 AM
REGENCY D
Managing an Interactive Digital Media Team (Workshop)

Managing a team or studio in the interactive digital media space comes with its own set of unique challenges. This 2 hour crash course workshop is at the intermediate to advanced level for those who want to learn best practices in team and project management creating effective work teams, sustaining cycles of innovation and managing stakeholders’ expectations.
Instructor: Dave Wolfenden, Faculty, OCAD / CFC Media Lab & Senior Consultant
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11:45 AM
KING I
Will You Still Love Me Tomorrow? IDM Partnerships Case Studies (Panel)

When you gain a new partner, the future always looks so bright, but what happens when the honeymoon is over and the reality of the nitty-gritty kicks in? These case studies will look in depth at the anatomy of a convergent/cross-platform project and the details of the collaborative relationships between client and studio. Learn what opportunities new partnership models hold and what new considerations should be taken into account as partnership models for extending IP across platforms shift on a case by case basis. Learn from these trials and errors, pitfalls and successes in case-study format, followed by panel discussion.
Moderator: Laura Baxter, President / Senior UXD Consultant, MitreBox Media
Speaker: J. Joly, CEO/Founder, DimeRocker/Cinecoup
Speaker: James Milward, Founder / Executive Producer, Secret Location
Speaker: Jay Bennett, Vice President, Digital/Creative Director, Shaftesbury/Smokebomb Entertainment
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12:45 PM
HYATT REGENCY LOBBY and KING BALLROOM
Networking Lunch

2:00 PM
KING I
The Layercake Approach: Who pays for Transmedia? (Panel)

Can alternative funding models fuel the next generation of entertainment? How can business models can be designed to help producers use funding bodies in conjunction with a dynamic mix of parallel funding sources? AThis sessionis dedicated to understand the changing landscape of funding, production, promotion, and distribution of cross platform and transmedia entertainment in a digital age.
Moderator: Jacqueline Nuwame, Senior Training Programs Manager, CFC Media Lab
Speaker: J. Joly, CEO/Founder, DimeRocker/Cinecoup
Speaker: Jay Ferguson, President, 3oclock.tv
Speaker: Jason Della Rocca, Founder, Perimeter Partners
Speaker: Jesse Albert, Producer & Consultant – Film, Television, Digital Media and Branded Content, Independent
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2:00 PM
KING II
Leader of the Pack: Scope Comes First (Workshop)

When creating a cross-platform or transmedia experience, who leads? The developers? Designers? Content teams? Do you brainstorm a huge idea first, or deal with the parameters of time and money? This workshop will help you understand how to asses the scope of a project, prioritize it’s objectives and assess which processes will work best. Orrin’s unique expertise will also cover platform choices – which strategies work best depending on the content experience, and will have participants break into groups to brainstorm and finally present a project plan.
Instructor: Orrin Shivley, Director of Art & Design, Disney Online Studios

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2:00 PM
REGENCY D
The Nebulous Nature of Producer: A Cross-Industry Language Roundtable

In today’s entertainment production world, many terms need clarification. What does a term like “producer” mean to each camp – traditional media vs. interactive new media? From the side of traditional television and film, many concepts and terms, titles and roles are more clearly defined. In the case of those involved in crossmedia, transmedia, and gaming, they can have many more meanings. This Roundtable will discuss and suss out how shared industry terms can be minefields of expectation for either side, and how to best inform both sides in order to help communication and expectations line up when varying segments of the entertainment industry partner together. Join us in this session for a lively discussion of what key terms mean and how they can evolve – whether to encompass, limit, or to ultimately change the way we think about these roles in all types of production. Bring your questions, concerns and issues to the table! Join industry leaders in an intimate group of X-Summit delegates at this informative round table. Please arrive early, seating is limited for this session.
Chair: Deborah Day, Digital and Social Media Strategist/Digital Media Producer, Innovate by Day
Co-Chair: Emmanuel Evdemon BA, LL.B., LL.L., Entertainment Counsel, www.mediaslaw.com
Co-Chair: Gina Lijoi , Vice President, RocketFuel Media Inc, Partner/Rocket Digital Management, Inc
Co-Chair: Tessa Sproule, Director, Interactive Content, CBC

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3:30 PM
HYATT REGENCY LOBBY
Networking Break

4:00 PM
KING BALLROOM
Canadian Interactive Showcase

An exclusive opportunity to showcase Canadian cross-media projects, The Canadian Interactive Showcase provides Canadian companies with a chance to share their cross-media project, product or service with an audience of investors, potential partners and peers. Each five-minute rapid-fire presentation will be followed by five minutes of Q&A.
Hosted by Evan Jones – Creative Director/Partner, Stitch Media
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5:15 PM
KING BALLROOM
Closing Remarks & Thanks

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