NATPE Opens with News of Digital Advisory Board

MIAMI: During his opening remarks at this morning’s welcome keynote, Rod Perth, NATPE’s president and CEO, announced, among other initiatives, that the organization has established a digital advisory board, led by Ross Levinsohn, as part of its commitment to "thriving beyond disruption." 

Jordan Levin, the CEO of Generate and president of Alloy Digital who is also a board chair of NATPE, kicked things off this morning by taking a moment to "welcome a new leader, whose commitment, energy and passion will transform NATPE from a television past to a convergent future—connecting the creative, advertising and technology communities across the globe around ‘content first.’"

Levin also thanked Perth for the “magnificent momentum” he has generated.

Perth, who is representing the market as president and CEO for the first time, began by saying that the organization is “re-investing in NATPE to truly deliver on our promise of being the first ‘must-attend’ content market of the year. And that’s no small claim during a time of considerable disruption." His remarks harken to the market’s theme of Beyond Disruption, as the event has focused this year on bringing together leaders in television, technology and advertising at the Fontainebleau to examine new business models and opportunities created by technology. "We will create those opportunities that are ‘beyond disruption,’" he added.

"Our mantra this week is to make sure that you’ll experience our commitment to being relevant, to evolving and to make certain you feel that there really is a measurable ROI on your investment," Perth continued. He confirmed that NATPE will again take place in Miami at the Fontainebleau in 2014 and they are are “working on 2015 and beyond. We do have momentum: we are up double-digits from last year,” he mentioned, citing the more than 1,000 buyers that are in attendance. “As someone who used to sell and as a buyer, I’ve got to tell you, the two have to go together, so I’m loving this trend.”

Looking at what’s ahead for NATPE, Perth said the organization has to “re-think our formula” and “re-build on the momentum that began when Rick Feldman [the previous NATPE president and CEO] and the board made the decision to move to Miami.”

Amid the changes, what will always remain the same, said Perth, is that “We are a domestic and international market, and everything we develop serves both of those communities, in every segment within those communities.” He added that the organization is committed to bringing more local television stations back to NATPE.

Touching again on the this year’s theme, Perth declared: “Everyone’s future has to embrace digital and NATPE is committed to becoming the conference and market for linear and emerging digital content in the world.” To deliver on that, NATPE has established a digital brain-trust that will be made up of executives from all segments of digital content, including creation and production, distribution, social media, advertising and technology. Levinsohn, the CEO of Guggenheim Digital Media, is leading the board. Members will be announced over the coming weeks.